L'Oreal using misleading ads
The cosmetics company, L'Oreal, has settled a case with US regulators over charges of misleading advertising.
A campaign for its Genifique products claimed its products would lead to "visibly younger skin in just seven days" by targeting the users' genes.
The BBC reports that the US consumer regulator said that the adverts were "false and unsubstantiated".
As part of the settlement, L'Oreal USA is barred from making any anti-aging claims unless it has "competent and reliable scientific evidence substantiating such claims", the FTC said.
The advertising campaigns ran across TV, radio and online and claimed that the Genifique product was "clinically proven" to "boost genes" activity and stimulate the production of youth proteins which would lead to "visibly younger skin in just seven days".
Its advertising claimed to herald "the new era of skincare: gene science" and that consumers could "crack the code to younger acting skin".
L'Oreal pointed out that the proposed agreement imposed no monetary penalties, as well as stating that L'Oreal USA did not admit any improper advertising practices.
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