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ASA Tells Avon To Pull Ad

November 17, 2008

UNITED KINGDOM: In early October, the Advertising Standards Authority (ASA)—an independent body set up by the advertising industry to police the content of advertisements, sales promotions and direct marketing in the UK—ordered Avon to cease broadcasting a TV ad for its Anew Clinical Advanced Dermabrasion System.

The spot showed a woman looking at herself in a bathroom mirror, with a voice-over that stated: “Now experience multi-level dermabrasion at home. Avon introduces a new clinical advanced dermabrasion, the first four-level exfoliating treatment that lets you dial up the intensity every two weeks.”

ASA challenged if one claim regarding “fine lines fade” implied that the product could remove lines rather than reduce the appearance of lines. ASA also challenged if a second claim (“dial up the intensity every two weeks”) implied a cumulative or persistent effect. According to ASA, evidence Avon presented was not sufficient enough to justify claims being made in the spot.
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