L'Oreal receives ad ban for misleading UVA claim on kids' sun cream
The ASA received two complaints about a TV ad and a radio ad that appeared in June.
The TV ad that was challenged in regards to the voiceover, that stated: "To protect your little architects, tumblers and divers, new Garnier Ambre Solaire Sensitive Advanced Kids has very high SPF, five-star UVA protection and is water-resistant but did you know we're the only sun care brand partner of the European Cancer League."
This was joined with on-screen text that stated 'five-star according to Boots rating system' which was alongside an image containing the text 'UVA' alongside five stars. The radio ad made similar five-star UVA claims.
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Both complaints to the ASA questioned the five-star rating, believing the sun cream in fact only provides three-stars.
In its defence, L'Oreal said there was no legal or regulatory obligation for Garnier to show a star ranking system for UVA protection.
It argued that the product that appeared in the ad was reformulated, and now had a five-star rating, instead of their previous three-stars.
Despite this, the ASA said it understood that, at the time of the ads, a significant proportion of the three-star Ambre Solaire Sensitive Advanced products were still available in-store and online. While the three-star bottles did state the rating, it said the packaging was almost identical to the new one, and consumers may become confused.
A statement from the ASA reads: "We considered that because the ad implied consumers who bought an Ambre Solaire Sensitive Advanced product would benefit from five-star UVA protection, when in fact a significant proportion of those products available at the time the ad appeared had only a three-star rating, the ads were likely to mislead."
Both ads were therefore banned for misleading UVA claims.