The ad, created by Saatchi & Saatchi, was also deemed to have been misleading in claiming that ‘pentapeptides are effective at reducing the appearance of lines and wrinkles' and that it unfairly claimed that the mention of a paper presented at the World Congress of Dematology misleadingly implied that the findings of that paper were supported by the scientific community.
It drew 45 complaints, including one from a doctor, and the ASA ruled that it must not be transmitted again in its current form.
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