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Upheld ruling on irresponsible advert condoning exposure to the sun without protection.
On 30 October 2024, the Advertising Standards Authority (ASA) upheld a ruling against claims made for an anti-ageing face serum claiming to reverse visible signs of sun damage.
The complaints concerned the implication of condoning not using sun protection by stating skin damage could be dealt with retrospectively with the product. The ASA considered that the tone of the advert was not serious regarding the subject of sun damage and would be seen to suggest that not using sun protection could be taken lightly. They considered that this was further reinforced by claims that the visible signs of damage resulting from previous exposure to the sun could be reversed by using the product. Therefore, ASA concluded the adverts condoned exposure to the sun without sun protections which was deemed irresponsible and harmful. The adverts must not appear in the form complained of.
