The Advertising Standards Authority (ASA) has released rulings on several light-emitting diode (LED) mask adverts which made unauthorised medical claims about improving acne and rosacea.
The companies listed include the retailers of hair and skincare tools Beautaholics Ltd, Project E Beauty and Silk’n as well as retailer of LED therapy tools Luyors Retail Inc, which were found to have made various claims about LED masks, such as that the devices could treat acne, rosacea or scarring in some instances.
These cases, identified through the ASA’s AI-powered Active Ad Monitoring system, ruled these claims as medicinal, and therefore not permitted for unauthorised products.
In response to the advertising watchdogs’ actions, both Beautaholics Ltd and Project E Beauty removed the adverts and updated websites to eliminate any medical claims relating to the healing or treatment of acneand rosacea.
Silk’n stated the video testimonial reflected a user’s personal experience and results. While the company ensures testimonials are realistic, it acknowledged “acne” is a medical claim and has never used the term in its own marketing, only when quoting users.
Luyors Retail Inc said the advert had stopped running three months earlier and that it would revise future ads to avoid implying any medicinal claims.
Izzy Dharmasiri, media relations officer at the ASA, commented, “When it comes to skincare and health treatments, it’s important that advertisers don’t blur the line between cosmetic benefits and medicinal claims. The ad rules are clear, products that claim to treat or prevent medical conditions must be licensed or registered with the Medicines and Healthcare products Regulatory Agency. Advertisers also need to have evidence to back up any claims they make in their ads.”