An email ad for Rodial, which promised recipients could get the Mila Kunis’ look and “a body to die for” simply by slapping on its cellulite-busting body cream, has been slammed by the ad watchdog.
The ad showed an image of the Black Swan actress in her underwear, backed by further text which stated “this intensive formula helps reduce the appearance of cellulite fast… streamline your bum, thighs and tummy with this A-list must have!”.
But one recipient, who believed the ad implied that Kunis’ figure had resulted from using the ‘body sculpture’ cream, challenged whether the ad exaggerated the results that were likely to be achieved.
In response to the Advertising Standards Authority probe, Rodial provided product information on two of the active ingredients in the product which it believed substantiated the efficacy claims for the product.
But the ASA ruled that the firm had not provided any robust evidence to demonstrate the claims or that Kunis had achieved the look as a result of using the product.
The regulator concluded the ad was misleading and ruled that it had should not appear again in its current form. Rodial was also warned about making product claims without being able to substantiate them.
