Fashion Law

ASA Rule Those Imedeen Supplements Adverts Are Misleading

So it turns out that the secret to Christy Turlington’s glowing skin and eternal youth may not in fact be to do with those Imedeen tablets she’s been pedalling and more to do with the fact that she’s Christy Turlington, former supermodel and one of the most beautiful women in the world.

Yes, the Advertising Standards Association have ruled that there isn’t enough evidence to substantiate Imedeen’s claims that the beauty pills ’help cure fine lines and wrinkles from within.’ Pfizer, the manufacturer of the pills, produced research to back its claims but the ASA found the research was confusing and that it just wasn’t convincing enough! In its ruling, it stated;

‘The studies involved three, four and six-month trials with the results measured by clinical grading, self-evaluation and visual imaging techniques, but did not use methods to assess direct measures of wrinkles before or after treatment.’

The beauty industry is a multi-billion dollar industry preying on women’s desire to look younger, slimmer, and more beautiful. There has always been an element of exaggeration in claims made by cosmetics  companies but lately it appears that exaggerations have crossed over into the territory of blatent lies. We’re glad to see the ASA clamp down!

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