Beiersdorf rapped by ASA over misleading advert claims
German personal care giant Beiersdorf has had its knuckles rapped by the Advertising Standards Authority over a magazine advert for its Nivea DNAge Cell Renewal Day Cream.
German personal care giant Beiersdorf has had its knuckles rapped by the Advertising Standards Authority over a magazine advert for its Nivea DNAge Cell Renewal Day Cream.
The ASA deemed that the headline claim in the advert was “misleading” and welcomed the company’s willingness to amend it in future adverts. The claim “Face the future with firmer skin Nivea DNAge Cell Renewal…an innovation in skin care which boosts surface skin renewal leaving you with noticeably firmer looking skin” was said to be misleading because it failed to make clear that the cream may only have a temporary, invisible effect on the skin”.
The advert also claimed that 126 women agreed with these claims, despite not saying what the sample size was. When challenged, Beiersdorf agreed there had been an error here and that the footnote should have read “70% of women agreed”.
The ASA said appreciated the company’s willingness to change its advert but agreed that it must not appear again in its current form.