Posted 11 November 2013
The ASA has previously ruled against a number of claims being made for this product. In this breach complaint, the complainant specifically referred to the claims “SLOW DOWN AGEING” and on “Anti-Age Total Beaute” [sic] and “Anti-Aging Total Beauty”. The ASA evaluated Homemark’s response and concluded that “Given the alteration in context, and given the noticeable amendment to the claims at issue, the Directorate is of the view that the current e-mail advertisement cannot be said to have breach the original ruling”.
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