Clarins' electromagnetic-blocking cream ad blocked

There's no evidence to suggest that Clarins Expertise 3P beauty cream will protect users from electromagnetic radiation, the Advertising Standards Authority (ASA) has found.

Clarins launched Expertise 3P in January to general ridicule, and the product provoked six false advertising complaints to the ASA.

The ASA investigation focused on three areas - could electromagnetic waves damage skin, could Expertise 3P protect from such damage, and was the company guilty of trading on the public's fear of the unknown?

Evidence was supplied by Clarins to support the claim of electromagnetic waves damaging skin, centring on the fact that long-term exposure to a mobile phone could create additional free-radicals. But the lab tests were considered atypical of phone usage, and represented only one kind of electromagnetic wave.

Clarins denied ever claiming its product could block electromagnetic waves or prevent damage, just help reduce it.

The ASA ruled that Clarins was guilty of trading on customers' fear of the unknown, and asked the company not to make such claims again. ®