Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Stretch marks, or striae, usually result from of one of these five causes:
1. Striae caused by hormonal changes during pregnancy. They are not necessarily due to purely weight gain and stretching, because they can occur in women who have gained minimal weight.
2. Adolescent striae, which occur in early teenage years and, again, might or might not be associated with rapid weight gain.
3. Striae due to rapid weight increase.
4. Striae due to medical conditions, for example underlying hormone diseases such as Cushing’s disease.
5. Striae due to the use of topical and oral medications such as corticosteroids.
Often, striae appear on the abdomen, buttocks, thighs and breast and the Copy Advice team has been asked whether lasers or creams can be marketed as either preventing or treating stretch marks, which we understand are permanent but fade over time. Although their application can help the skin feel smoother and more supple, we have yet to see evidence to show that moisturisers are effective at preventing or removing stretch marks. We believe some evidence exists that topical retinoid, for example Tretinoin cream, which is a prescription cream, can help to improve the appearances of striae because of improved production of collagen and elastin.
Similarly, cosmetic surgery might have some benefit but CAP has yet to see a convincing trial proving that lasers can remove the marks. The Copy Advice team understands, however, that several published papers show different lasers have had variable success for treating stretch marks. Marketers who hold evidence might be able to claim that their lasers can improve the appearance of stretch marks but should be wary of claiming lasers can totally remove stretch marks. Pulsed-dye lasers are generally used for red or purple stretch marks. Again, it is thought that they work by stimulating new collagen and elastin production in the dermis, which has been stretched and therefore changed to produce the stretch mark.
Marketers who want to make objective claims for the treatment of stretch marks should check with the MHRA in the first instance and should be able to show the ASA or CAP that their product has a demonstrable effect on striae.
Last modified : 26 July 2010