UK Regulator Pulls Plug on 'Misleading' Sanex Skincare Ad

In a move that sends a clear message to the cosmetics industry, the UK's Advertising Standards Authority (ASA) has officially banned a television advertisement for Sanex 'BiomeProtect' body wash. The ruling comes after the regulator determined that the ad made unsubstantiated and misleading claims about the product's ability to 'reboot' and 'restore' skin to its optimal condition.

The controversial commercial, which aired across national channels, featured individuals discussing their skin issues and then dramatically 'rebooting' their skin after using the Sanex product.

Visuals of glowing, refreshed skin were accompanied by a voiceover suggesting the body wash actively 'restores' and 'helps boost skin's natural ability to protect itself,' implying significant physiological changes beyond the scope of a cosmetic product.

Multiple complaints were lodged with the ASA, challenging the scientific basis of these claims.

Viewers argued that the terms 'reboot' and 'restore' conveyed a medicinal or therapeutic effect, suggesting the product could repair damaged skin or fundamentally alter its biological state, rather than simply cleaning and moisturizing it. The complainants questioned whether a body wash, which is rinsed off, could truly deliver such profound benefits.

Sanex, a brand owned by Colgate-Palmolive, defended its advertisement by stating that 'reboot' was used metaphorically to describe the feeling of refreshed skin and that clinical studies supported the product's ability to maintain skin's natural pH and microbiome balance.

They argued that consumers would understand the ad's context and not interpret the claims as strictly medicinal. However, the ASA remained unconvinced.

In its detailed ruling, the ASA stated that the average consumer would likely interpret the phrases 'reboot your skin' and 'restore skin to its optimal condition' as claims of a significant, restorative effect on skin health.

The regulator concluded that while the product might support skin's natural balance, the advertising went too far in implying a transformative, almost medicinal, action that could not be adequately substantiated with evidence for a cosmetic wash-off product. The ASA found the ad to be in breach of advertising codes regarding misleading advertising and substantiation.

This ban serves as a crucial reminder to beauty and skincare brands about the fine line between aspirational marketing and misleading claims.

The ASA's decision reinforces the importance of clear, unambiguous language in advertising, especially when discussing product benefits related to health and physiology. Brands must ensure their marketing claims are not only compelling but also rigorously truthful and backed by robust scientific evidence, avoiding hyperbole that could mislead consumers about a product's true capabilities.