Avon rapped over misleading advertDead Sea detox patch claims couldn't be proved

09 May 2007

Avon was rapped today over a ‘misleading’ advert which claimed foot patches removed toxins while the user was asleep.

The cosmetic firm's catalogue said the ‘Dead Sea detox patches’ helped purify the body.

But the Advertising Standards Authority (ASA) found the advert in breach of the industry code because Avon could not stand up the claims.

The catalogue showed a picture of a detox patch being pulled off a woman's foot.

'Purifying' the body

Text in the advert said: ‘These clever patches 'catch' the toxins at their furthest point from your heart - your feet.

‘This prevents toxins being pumped back into your system.’

The advert said ‘purifying’ the body with the patches was good for the user's skin and general wellbeing.

But after an investigation the ASA said Avon hadn't come up with evidence which proved the patches ‘aided detoxification’.

Detoxifying properties

It found the advert in breach of rules relating to truthfulness and health and beauty products.

Avon said the detox patches were made with Dead Sea salt, wood vinegar and green tea which had ‘detoxifying properties’.

But the ASA said the firm had not ‘... supplied evidence to show that the ingredients were present in sufficient quantities to achieve the claimed effects.

‘We therefore concluded the ad was misleading.’

The ASA told Avon to get in touch with an advice team for guidance with future adverts. Avon said the advert would not appear again.

'Face-lift' cream

It's the second time Avon has fallen foul of the ASA this year.

In January an advert which claimed an Avon cream could ‘lift’ skin was also found to have misled consumers.

The catalogue ad for Avon's cream compared the product to having cosmetic surgery.

But the ASA said this led readers to ‘expect an alternative option to a face lift’ even though there was no proof the Thermafirm cream was any more effective than a moisturiser.

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