A catalogue advertisement meant for cosmetic giant Avon has been banned by the Advertising Standards Agency in U.K. for being misleading. Recently Avon had launched advertising campaign for anti-aging face cream, which claimed to be a ‘face lift in a jar’. The face cream called Anew Clinical was advertised in leading fashion magazines claiming it as ‘home alternative to surgery’. The campaign obviously aimed at female consumers with desires to look younger.
The ASA has warned the company for the misleading advertisement stating there was no proof the cream was any more effective than a moisturizer. The advertising watchdog noted that the advertisement in question has breached rules pertaining to truthfulness, substantiation, health and beauty products.
Avon’s advertisement claimed, ‘Take action with the at home alternative to surgery. The new wave in face lifts’. Further it said, ‘a thermal face lift is too expensive’.
In the meanwhile Avon revoked the appeal stating that they had supporting laboratory confirmation that the skin cream did as described in the advertisement.
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