L’Oreal adverts misled public, says watchdog

BEAUTY company L’Oreal was yesterday criticised over two commercials because they couldn’t back up their claims about the effects of wrinkle and cellulite creams.

Adverts for Wrinkle De-crease and Perfect Slim should be banned unless L’Oreal can back up those claims, the Advertising Standards Authority said.

The wrinkle cream commercial featured model Claudia Schiffer pulling different facial expressions, giving the impression that the product worked on human face lines.