Stories

Tue, 28 Apr 2026

Tue, 28 Apr 2026 Face serum advert banned over 'five years younger' claim

Eucerin asked 160 people to use the serum for four weeks then say how much younger they thought they looked.

* Advert for Eucerin Hyaluron-Filler Epigenetic Serum banned by ASA + Claimed product made users look up to 5 years younger + Study methodology raised concerns, including lack of control group and subjective self-reporting + Beiersdorf said claim was "up to" 5 years, not typical result
* Advert deemed misleading and cannot appear in same form again
* Beiersdorf claims its products are supported by scientific research
* Company says billboard is no longer live in the UK