Belfast Telegraph

Saturday 26 July 2014

Misleading Kunis advert banned

Mila Kunis was pictured in the Rodial advert

An email for a body cream that suggested Mila Kunis had used it to achieve her figure has been banned for misleading consumers.

The ad for Rodial was headlined "Get a body to die for with 50% off body sculpture for 24 hours" with an accompanying image showing Mila in her underwear.

Further text read: "Get Mila Kunis' Esquire look with this intensive formula that helps reduce the appearance of cellulite fast... streamline your bum, thighs and tummy with this A-list must have."

One person challenged whether the ad exaggerated the results that were likely to be achieved from using the product.

Responding to the complaint, Rodial provided the Advertising Standards Authority (ASA) with information on two of the active ingredients in the product which it believed substantiated the efficacy claims.

The ASA said the ad implied that consumers who used the product would be able to reduce the appearance of cellulite and tighten and smooth their bottom, thighs and tummy.

But it concluded: "Because robust evidence was not presented to demonstrate the implied efficacy claims for the product or that Mila Kunis had achieved the look featured in the photo as a result of using the product, we concluded that the ad was misleading."

It ruled that the ad should not appear again in its current form, adding: "We told Rodial not to make efficacy claims without holding robust evidence."

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You have an exciting opportunity to make a fresh start. Changing your look, establishing a healthier lifestyle and getting in shape are among the possibilities. It's important for you to be as active as possible. Even going for a brisk walk on your lunch hour can have a dramatic impact on your appearance. You exude an attractive glow when you take regular exercise. A romantic relationship is heating up. A home improvement project will go very well, so long as you hire a competent professional.More