UK advertising watchdog clamps down on acne claims

British watchdog the Advertising Standards Authority (ASA) has banned a string of skin care adverts claiming to target acne.

Clearasil, Dermalogica, Feelunique and Johnson & Johnson (J&J) were all ordered to remove online campaigns that made ‘medicinal claims’.

A web page on Dermalogica’s website, promoting its MediBac clearing range, said the products are designed to “treat, clear and prevent adult acne” and “provide around-the-clock, maximum control of the main factors that contribute to acne”.

Dermalogica proposed to replace “acne” with the terms “breakout” or “blemish”.

However, the ASA believed the amendments would not be enough. It argued that acne is a medical condition and beauty product adverts that stated, or implied, a product could prevent or treat acne were medicinal claims.

The ASA said: “spots’ would most commonly be associated in public perception with acne, and therefore claims to prevent or treat them would also likely be seen as medicinal.”

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