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Celltone – ASA breach ruling – 03/2015

Posted 25 March 2015

A complaint was laid with the ASA that Celltone continues to make unsubstantiated claims for their product. In a surprise, the ASA held that the claims were either not the same, or acceptable.

For example, the ASA states, that the claims below,

“Clearly, these claims are contextualised, and limited in scope, thereby conveying a message substantially different to the original, broad claims ruled against in 2012”.

The “new” claims are:

“Celltone Gel has been clinically proven to:
reduce the appearance of dark spots after 14 days of continued use
reduce the appearance of stretch marks after 8 weeks of continued use
reduce the appearance of wrinkles after 28 days of continued use
 Note: It has been clinically tested on [C]aucasian skin”

What did the study actually show? For dark spots, we argued that “the data clearly shows that there was no statistical significance for the product Read the rest

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