ASA finds Olay and Nice'n'Easy Adverts misleading

Published: 1-Jul-2009

The Advertising Standards Authority has found adverts for two Procter & Gamble owned brands to be misleading. A press advert for Olay Regenerist 30 Second Wrinkle Filler was challenged on two accounts, the first relating to the claim that it reduces the appearance of fine lines and wrinkles “throughout the day” and the second to text stating, “if you have 30 seconds, you can have younger looking skin.”


The Advertising Standards Authority has found adverts for two Procter & Gamble owned brands to be misleading. A press advert for Olay Regenerist 30 Second Wrinkle Filler was challenged on two accounts, the first relating to the claim that it reduces the appearance of fine lines and wrinkles “throughout the day” and the second to text stating, “if you have 30 seconds, you can have younger looking skin.”

The ASA said there was no evidence that the filler alone could reduce the appearance of wrinkles throughout the day, as the test subjects who rated the product used it in conjunction with an Olay serum. But the authority concluded that a cosmetic product could reduce the appearance of wrinkles immediately upon application and that it could also be applied in 30 seconds, making the second claim reasonable.

A TV ad for Clairol Nice’n’Easy containing the phrase “93% of Red magazine readers would recommend Nice’n’Easy to a friend” with small on-screen text stating “245 respondents” was also found to be misleading.

The ASA considered that viewers were likely to infer that the survey was of Red readers who had already tried Nice’n’Easy and that, of the 245 respondents, 93% recommended it. In reality, survey participants were selected from those who had pre-registered with the incentive of winning a trip to New York.

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