Face serum advert banned over 'five years younger' claim
An advertisement for a face serum has been banned due to misleading claims about its effectiveness. The Advertising Standards Authority raised concerns about the study's methodology and the subjective nature of self-reported results. Beiersdorf, the company behind the product, stated that their claims were based on scientific research, but the advert cannot appear again in its current form.
- ▪The advert claimed the serum could make users look up to five years younger.
- ▪The Advertising Standards Authority found issues with the study's methodology, including a lack of a control group.
- ▪Beiersdorf argued that the claim was presented as a maximum result rather than typical.
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Advert for £49 serum banned over 'five years younger' claim29 April 2026ShareSaveAdd as preferred on GoogleFaarea MasudBusiness reporterASAAn advert for a £49 face serum has been banned over misleading claims that it made users look up to five years younger.The billboard poster claimed the Eucerin Hyaluron-Filler Epigenetic Serum was "clinically proven" following a study of 160 people who used the product for four weeks before being asked how much younger they thought they looked.The advertising watchdog said it had concerns over the study's methodology and the self-reporting meant the results were subjective.Beiersdorf told the investigation it presented the claim as "up to" five years younger to reflect a genuine maximum rather than a typical result.
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