P&G’s advert banned over misleading claims

P&G’s Braun IPL advert banned over misleading hair removal claims.

The ban applies to a campaign displayed in 2022 for the Braun Silk-expert IPL and starring singer Frankie Bridge. 

British watchdog Advertising Standards Authority (ASA) ruled that the ad claim of “permanent visible hair removal” incorrectly gave the impression that consumers could prevent all hair regrowth permanently through using the product.

On-screen text which stated “Treatment done. IPL won” also enforced the idea that once a course of intense pulsed light (IPL) treatment had finished, hair would not grow back.

The advert should not be shown in its current form again, the ASA ruled. 

P&G stated there is no industry standard in the UK for recognising permanent hair removal and that it followed the US’ Food and Drinks Administration (FDA) guidelines of “long-term stable reduction of the number of re-growing hairs”. 

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