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ASA Bans Advertising For Nivea Anti-Aging Cream For Misleading Claims

August 27, 2013: 12:00 AM EST
The UK’s Advertising Standards Authority banned an advertisement for the Nivea Vital anti-aging cream which used a digitally enhanced image of a 62-year old woman. Model Cindy Joseph’s photo was digitally retouched to make her look 20 years younger her age. After receiving complaints against the advertisement, the ASA conducted a probe. Results of the investigation revealed manufacturer Beiersdorf had failed to present evidence supporting the product’s advertising claims.
Sean Poulter, "Banned, Nivea ad that made model of 62 look younger: Watchdog bans advert after it misled customers over effects of using anti-ageing cream", Daily Mail, August 27, 2013, © Associated Newspapers Ltd
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