It is not unusual for cosmetic companies to make lofty claims about the effects of their products. Now Johnson and Johnson has been asked to cease its advertising campaign for unproven claims. In its print promotion for RoC CompleteLift, J&J says that it offers ‘Measurable lift in just 8 weeks.’

Reports online suggest that it was the footnote that caught the eye of the UK’s Advertising Standards Agency (ASA). It said ‘CompleteLift has been developed to make skin feel firmer and reduce the appearance of wrinkles. It has not been proven to have a physical lift effect.’ While J&J claimed that this was meant to highlight the short-term effects of the product, the ASA found the statements contradictory. The agency also felt that J&J failed to prove claims made in the ads.

According to the ASA, out of 455 beauty ads it looked at, 93 percent fell in line with their code.