Summary:
Like other categories of products, the ASA does not allow marketers of moisturisers to make claims in product names that they would otherwise be unable to make (see ‘Claims in Names’). Product names that imply a level of performance that cannot be justified should not be used or should be disclaimed. Although it would be difficult to prove that a face cream had an “anti-wrinkle” or “anti-ageing” effect (that it could remove wrinkles or reverse ageing), referring to a cream as an “anti-ageing” cream in a context that explained the effect was only temporary or worked only on the appearance of wrinkles might be acceptable.
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