Germany beauty giant Beiersdorf has been reprimanded by the UK Advertising Standards Authority (ASA) for making exaggerated claims regarding the effects of its Nivea anti-ageing cream. The complaint revolved around the companys Nivea Vital Moisturising Cream, which is claimed to “visibly reduce, wrinkles, improve firmness and help prevent age spots”.
A complainant challenged whether the ad misleading exaggerated the effect that could be achieved by the product as a result of post production techniques used on the accompanying image of an older woman.
In response, Nivea admitted to retouching the image, but added they the company had “deliberately left a lot of wrinkles around the eyes of the older woman, respecting the signs of age she exhibited”.
Despite this, the ASA upheld the complaint after finding that lines and wrinkles on the models face had been dramatically reduced, with several age spots removed. Beiersdorf has been ordered to remove the ad, while ensuring that it will not use post production techniques to exaggerate the effect achievable through use of its products in future.