Complaints over Bio-Oil ad upheld by ASA

Complaints about two television adverts for the skin care product Bio-Oil have been upheld by the Advertising Standards Authority (ASA) in the UK.

The ASA found that claims the product improved the efficacy of scars and uneven skin tone, and improved the appearance of stretch marks were unsubstantiated despite Bio-Oil manufacturer Union-Swiss Ltd submitting three studies in support of each claim.

On the claim for improving scars, an independent expert said he was unaware of any cosmetic product that had ever been proven to have the ability to reduce the appearance of scars, other than those which had a colouration or masking effect, or which used various forms of pressure, the ASA said. With regard to Bio-Oil’s claim for improving skin tone, the expert noted that while the product was oily and was likely to have some moisturising effect and therefore some benefit on the appearance of the skin, the results of the study showed only a slight effect. Finally, the ASA said Bio-Oil’s study in support of the efficacy of the product in improving the appearance of stretch marks did not show sufficiently robust evidence to support the claim.

Union-Swiss has been told to remove the direct claim that ‘Bio-Oil helps improve the appearance of scars, stretch marks and uneven skin tone’ from future ads as well being told to avoid making implied claims along these lines.