French cosmetics firm Clarins has been
slammed by the British Advertising Standards Authority (ASA)
over its ads for a mobile phone radiation blocking spray.
The company claimed that its Expertise
3P spray can prevent skin damage by blocking harmful electromagnetic
radiation from modern electronics.
However the ASA says those claims have
no reasonable scientific basis and took issue with a national magazine
and newspaper ad that linked EM radiation and accelerated
aging. The ASA said the ad was an “undue appeal
to consumers fear of the harm.”
Clarins sent studies to the ASA to back
its claims. But the ASA concluded that those weren’t
representative of the “typical consumer experience” as people don't hold phones
for hours on end.
The ASA told Clarins here
claim that electromagnetic waves can
damage or age skin unless it had “robust scientific evidence”.