Industry watchdogs are getting strict on beauty industry claims. After the crackdown on RoC, Olay and Estee Lauder creams it is now the turn of Nivea Visage. The advertisement for Nivea DNAge Cell Renewal Day Cream has been criticized and banned for being misleading by the Advertising Standards Authority.

Highlights of the ban
a. The claims made in the advertisement indicate that the results from using this cream are permanent.
b. However, this claim is unsubstantiated.
c. The ASA has also ruled that there was no clear basis of evidence to make the claims.
d. As such, it was deemed misleading.
e. Manufacturer Beiersdorf UK Ltd admitted to its mistake and promised to change its advertising in the future.
f. It also agreed to incorporate a footnote on advertisements to make it clear that the product had a temporary visible effect.