Television Ads

Published on October 15th, 2013

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Clinique Even Better Eyes

The ASA has ordered Clinique to stop running an allegedly misleading UK TV advertisement for Even Better Eyes, a cream intended for the reduction of dark under-eye circles. According to the ASA’s adjudication, the ad claimed to “brighten up the appearance of the entire eye area,” with “instant” results.

The ASA claimed that the ad was misleading because it used digitally manipulated before and after shots. Clinique countered that the changes made did not impact the portrayal of the product’s performance, and that in any case the ad was not meant to be a product demonstration. Despite these arguments, the ASA upheld the complaint and told Clinique “to ensure that they do not use post-production techniques in a way that misrepresents what is achievable using the advertised product in future.”

For more information, see The Ugly Truth About the Beauty Industry.

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The Advertising Standards Authority, abbreviated ASA, is the UK’s independent regulator of advertising across all media.

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