The ads, for L'Oreal Wrinkle De-crease and L'Oreal Perfect Slim, were created by McCann Erickson.
The L'Oreal Perfect Slim ad made claims that it could visibly reduce the appearance of cellulite, and that it was judged the best anti-cellulite product in an independent study.
However, the Advertising Standards Authority rejected both these claims after consulting an expert, who found that the so-called independent study did not use control and blind testing, and therefore there was insufficient evidence.
The second complaint, about the Wrinkle De-crease cream, was criticised for claiming to report a visible reduction on expression lines and for the claim "in only one hour. Rapidly reduces wrinkles", as well as claims about an ingredient called Boswelox.
The ASA upheld the complaints, also after consulting an expert. It found insufficient evidence about the claims, although a further complaint that the product's name was misleading was rejected.
L'Oreal has been told that neither ad can be shown in its current form again unless there is sufficient evidence to uphold the claims made for each product.
The ruling follows a similar case with Procter & Gamble's Pantene hair products, rapped for making claims that it admitted were "advertising puffery".
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