Estee Lauder Smacked in UK for False Wrinkle Reduction Claims

An ad for an Estee Lauder product called Tri-Aktiline Instant Deep Wrinkle Filler has been pulled from circulation in the UK after a woman complained that the product's promises were misleading.

According to Estee Lauder, the product fills in the "cracks" or wrinkles on the skin's surface, resulting in more even texture. The cost of the cream is about £25 for a 30ml tube, or about $38 USD.

In the UK, the Advertising Standards Authority (ASA) is an independent body set up by the advertising industry to police the rules laid down in the advertising code.

The ASA ordered Estee Lauder to pull the ad, stating that "they were concerned that although such claims required a high level of empirical proof, Estee Lauder had submitted only one study on 23 subjects with no reference to the control group and no evidence that the quantified results would be observable to the consumer or another onlooker."

Late in 2008 in a similar case, the ASA forced Britain's largest surgery group to stop calling itself 'Britain's most trusted cosmetic surgery group.'

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