Beauty Pie advert banned by ASA over misleading LED mask claims

UK watchdog the Advertising Standards Authority (ASA) has banned a poster by Beauty Pie for misleading claims when marketing the C-Wave Light Facial LED mask. The ASA considered consumers would understand the claim “clinically proven to reduce wrinkles in 4 weeks” to mean that the LED mask could visibly reduce the appearance of wrinkles within four weeks of use. “We told Beauty Pie Ltd not to state the C-Wave Facial LED treatment mask was ‘clinically proven to reduce wrinkles in 4 weeks’ unless they held adequate substantiation to support the claim,” an ASA statement read.