**Advertising Watchdog Bans Beauty Pie LED Mask Ad Over Misleading Anti-Wrinkle Claim**
**London, UK** – The UK’s advertising watchdog has banned an advertisement for Beauty Pie’s LED mask after finding its anti-wrinkle claims were unsubstantiated and misleading to consumers.
The ad, which asserted the mask was **”clinically proven to reduce wrinkles in four weeks,”** was found by the Advertising Standards Authority (ASA) to lack sufficient robust evidence to support such a specific and significant benefit.
Following a complaint, the ASA investigated the claim and concluded that Beauty Pie had not provided adequate scientific data to back up the strong “clinically proven” statement. The watchdog emphasized that consumers would likely interpret such a claim as signifying a high level of scientific validation, which was not met in this instance.
As a result, the advertisement must not appear again in its current form, and Beauty Pie has been instructed to ensure future marketing claims are adequately supported by evidence.
This ruling underscores the ASA’s commitment to protecting consumers from misleading efficacy statements, particularly for high-value beauty devices and products where performance claims significantly influence purchasing decisions. It serves as a reminder to beauty brands about the strict guidelines surrounding scientific and clinical claims in advertising.
