C/o. JOSELSON CO LTD
CY-3022, Limassol, Cyprus
- Trading As:
- Cosmetic Creams
Misleading Advertising: Joselson Ltd is in breach of the UK Advertising Standards Code for making unproven efficacy claims for Dermalyze.
The ASA has previously investigated claims for moisturising creams. CAP and ASA has accepted that, when used on dry skin, moisturisers have the potential to demonstrate a cumulative or persistent effect but CAP has yet to see any product specific convincing evidence that any moisturiser has a cumulative or persistent effect.
The CAP Compliance Team has contacted Joselson Ltd about the advertising of its cosmetic cream product on www.dermalyze.co.uk.
The website claims that the product is “clinically proven to reduce deep wrinkles by up to 10%” and users of the cream can “Look 10 years younger in just 10 days ... guaranteed”. Additionally, it claims that the product could “reduce the appearance of dark circles by 45%”, “diminish age spots and discolouration” and compares the effect of the product to that of Botox or cosmetic surgery.
The advertiser did not provide adequate evidence to substantiate its claims and has refused to provide an assurance that it will amend www.dermalyze.co.uk to ensure compliance with the CAP Code. Because of their continued non compliance, we took the decision to place the details of Dermalyze on the ASA section of the website on 03 September 2012.
These details shall remain in place until such time as Joselson Ltd has removed or appropriately amended the claims on its website to ensure compliance with the CAP Code.