UK ad authority on J&J ad
This article was originally published in The Rose Sheet
Executive Summary
A print advertisement for Johnson & Johnson's RoC CompleteLift Face Cream in the UK must not appear again in its current form, according to the UK's Advertising Standards Authority, an independent organization created by the UK advertising industry to monitor ads. ASA reviewed the ad following two complaints regarding claims, including "Measurable lift in just 8 weeks," "clinically proven to work in just 8 weeks of use," "clinically proven to work" and one that the product contains a patented ingredient that "retightens and firms the facial contours by contracting skin cells." J&J defended its claims, stating they were substantiated by a clinical study confirmed by consumer perception data. However, ASA concluded the evidence from the clinical study did not support the efficacy of the product, so the claims are misleading to consumers
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