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Advertising Watchdog rules that Anti-Wrinkle Cream ad was misleading

The Johnson & Johnson ad for RoC Complete Lift claimed to give a 'measurable' lift to women's skin

But, an official investigation has ruled that is no firm evidence that this skin cream reduces wrinkles.

The Advertising Standards Authority ruled that Johnson & Johnson's sales pitch for RoC Complete Lift was not supported by "robust science".

In press advertising, Johnson & Johnson claimed a two-month clinical study proved that its product gave middle-aged women young-looking skin. An independent expert found, however, that the study's methodology was flawed because it lacked objective measures, records and corroborating photography. In addition, it had been carried out by a Johnson & Johnson employee.

"We concluded the ad was misleading," said the ASA, which banned the advert and warned the US medical, pharmaceuticals and consumer giant to consult the Committee of Advertising Practice before advertising again.

In the latest embarrassment to the £15bn-a-year global cosmetics industry, Johnson & Johnson claimed that women who used RoC CompleteLift would experience a "measurable lift".

A patented ingredient in the product called THPE was "clinically proven to work in just 8 weeks of use," the advert said. A footnote explained: "Clinical study, 41 women, 8 weeks of use."

Members of the public complained after noticing another statement in the small print that the product did not give a "physical lift".

Johnson & Johnson said in its defence that its research showed the product gave a "measurable lift" as long as people used it – rather than a permanent lift.

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