Skin cream ad promising Mila Kunis' look banned
A beauty cream ad promising to give women the same body as Mila Kunis has been banned by the UK's watchdog for being misleading.
Rodial was unable to convince experts at UK watchdog Advertising Standards Authority that its anti-cellulite product could actually deliver the promised effect, the Daily Mail reported.
The email ad for the body sculpture cream was headlined "Get a body to die for with 50 percent off body sculpture for 24 hours."
The ad featured a picture of the 29-year-old actress in her underwear and linked this to an Esquire magazine feature where she was described as "the sexiest woman alive."
The ad went on, "Get Mila Kunis" Esquire look with this intensive formula that helps reduce the appearance of cellulite fast. Potential customers were urged to "streamline your bum, thighs and tummy with this A-list must have!"
Rodial's website says that its products are the skincare choice for Angelina Jolie, Anne Hathaway, Gwyneth Paltrow and Rosie Huntington-Whiteley.
The ASA said that most consumers would understand that the claim "streamline your bum, thighs and tummy with this A-list must have!" implied that people using this product would be able to reduce the appearance of cellulite and tighten and smooth their bottom, thighs and tummy.
They said that the proof provided consisted of information about two active ingredients within the body sculpture product which made reference to in vivo trials on those ingredients.
However, as the trials themselves were not supplied and robust evidence was not presented to demonstrate the implied efficacy claims for the product or Kunis had achieved the look featured in the photo as a result of using the product, they concluded that the ad was misleading.'