UK: Boots has become the latest beauty advertiser to have product claims dismissed by the advertising watchdog, after an ad for an anti-cellulite balm promised results in two weeks.
The press ad created by Mother featured a photograph of a slim woman's arm and leg and the shadow of her whole body. The text stated: "Super slim No7" and "Anti-cellulite balm a sleeker silhouette in two weeks".
The Advertising Standards Authority asked Boots to prove the claim after one complainant, who believed the ad implied the product reduced cellulite, challenged the manufacturer to do so.
The watchdog considered that the two claims, "A sleeker silhouette" and "Anti-cellulite balm" were misleading and in breach of advertising codes on substantiation, truthfulness, and health and beauty products.
Anti-cellulite claims for L'Oreal's Perfect Slim and Estee Lauder's Body Performance Anti-Cellulite Visible Contouring System have also been judged misleading in the last few months.
