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UK ASA ruling: Nivea DNAge Cell Renewal Day Cream

A magazine ad, for Nivea DNAge Cell Renewal Day Cream, claimed, among other, that the product will result in "firmer skin" and "DNAGE CELL RENEWAL", a product "which boosts surface skin cell renewal leaving you with noticeably firmer looking skin." 

 A consumer laid a complaint with the UK ASA arguing that the claims were misleading, "because it failed to make clear that the cream may only have a temporary, visible effect on the skin", and the product name "DNAGE CELL RENEWAL" misleadingly implied that the product could in some way regenerate cells".

The UK ASA agreed, ruling in favour of the complainant (but not completely).

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