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Advertising watchdog bans Eucerin serum poster
A £49 face serum advert has been banned after the UK's Advertising Standards Authority (ASA) ruled its claims were misleading. The Eucerin Hyaluron-Filler Epigenetic Serum poster, displayed at London's Balham Tube station, suggested users could look "up to five years younger" after four weeks of use.
Study methodology questioned
The ASA raised concerns over the study underpinning the claim, which involved 160 participants self-reporting perceived age reduction. The watchdog highlighted the lack of a control group and unclear recruitment methods, calling the results "subjective".
Further issues included the study being conducted in a different climate to the UK, potentially affecting the serum's performance. The ASA also noted that three of the four additional studies provided by manufacturer Beiersdorf were unpublished, while the fourth-a peer-reviewed paper on the active ingredient-did not test the serum itself.
Manufacturer's response
Beiersdorf defended the advert, stating the "up to five years" phrasing reflected a maximum, not typical, result. The company told the BBC its products were "supported by scientific research" and that all cited studies adhered to industry standards. The billboard, it confirmed, was no longer live in the UK.
Industry expert weighs in
Aesthetics marketing specialist Lianne Sykes criticised the cosmetics industry's reliance on misleading claims. She urged brands to conduct long-term skin analysis across diverse age groups to substantiate advertising.
"Consumers should ask: How is skin quality assessed? Is the product tested on all age groups? How is success measured?"
Lianne Sykes, aesthetics marketing expert
Sykes added that individual skin biology varies, and results often stem from a combination of habits rather than a single product.
ASA ruling
The ASA deemed the advert misleading and prohibited it from reappearing in its current form. The complaint, lodged in November 2025, was the sole one received about the campaign.
