The Advertising Standards Authority in the U.K. has banned Proactiv pimple removing commercials featuring celebrities like Justin Bieber and Katy Perry due to complaints that the commercials were misleading, THR reported.
THR reports that Proactiv made in the U.S. and in the U.K. have different ingredients. In the TV ad the celebrities promote the advantages of using the pimple cream. The celebrities are also featured on Proactiv’s website giving testimonials about the product along with others like Jessica Simpson.
Guthy-Renker, Proactiv maker, confirms that celebrities were sent the U.K. version of the product and even signed consent forms where they acknowledged the receipt of the pimple cream. The document also explicitly stated that each celebrity endorsed the product accurately using their own opinion.
ASA did not directly challenge each celebrity’s statement, but did not agree with the fact that they continuously claimed to use the product regularly and on a daily basis. This claim was also used in U.S. advertisement of the pimple cream.
Source:
http://staticmultimedia.com/news/proactiv-ads-with-justin-bieber-and-katy-perry-banned-in-u-k
via The News from http://celebritiessplit.blogspot.com