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In the advertisement, the company claims that its cream helps in the reduction of wrinkles. Estee Lauder also said that after a month of using the product, 83% users said that there was an improvement in the appearance of lines.
Following a complaint, the Advertising Standards Authority (ASA) conducted an investigation and concluded that the company did not give enough evidence to support claims about the benefits of the product.
The ASA said: "We considered that a consumer evaluation study was not sufficient to support a claim for the reduction of wrinkles. We concluded that the clinical study and excerpts from the consumer evaluation study were not sufficient to substantiate the claim and therefore that Estee Lauder had not justified it."
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