Nivea anti-wrinkle cream advert which said 37 per cent of women feel more attractive is banned

By Sean Poulter for the Daily Mail
Updated: 17:06 BST, 10 November 2010

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Misleading claims: The Nivea advert said 37 per cent of women felt more attractive now than they did 10 years ago - something that has no relation to the face cream

誤って導くing: The Nivea advert said 37pc of women felt more attractive now than 10 years ago - something that has no relation to the 直面する cream

A 商業の for a Nivea anti-wrinkle cream that gave the impression it helped women to feel more beautiful than when they were ten years younger has been banned.

The Advertising 基準s 当局(ASA) 警告するd the cinema 宣伝 was 誤って導くing.

The 商業の showed a woman moisturising her 直面する in 前線 of a mirror, with a voiceover 明言する／公表するing 'Nivea Visage Anti-Wrinkle Q10 加える helps 減ずる the 外見 of 罰金 lines and wrinkles'.

A group of her friends then 迎える／歓迎するd her with a birthday cake, and the voiceover continued: 'So it's no surprise that 37per cent of women feel more attractive now than they did ten years ago.'

However, a テレビ視聴者 complained the 宣伝 did not make （疑いを）晴らす whether the 37per cent （人命などを）奪う，主張する was referring to women in general or just those who had used the cream.

製造業者s Beiersdorf said that the （人命などを）奪う，主張する had been taken from a 調査する行為／行うd on 態度s and philosophies to life, 追加するing that the 12,267 返答s （機の）カム from 加入者s to the Nivea e-mail newsletter.

It said most of these women would probably be Nivea 使用者s, however it 認める it could not be 確かな how many .

In fact the statistic about 37per cent of women feeling more attractive than when they were younger was 現実に a 返答 to a general 態度s 調査する and not linked to using Nivea 製品s at all.

The 監視者 banned the 広告, 説: 'The ASA considered that the （人命などを）奪う，主張する would be understood by 消費者s to mean that 37per cent? of women interviewed felt more attractive because they used the advertised 製品.

Positive message: Nivea says the sur
vey featured in the ad shows there is an emotional connection between looking after your skin and they way it makes you feel

肯定的な message: Nivea says the 調査する論証するs that there is an emotional 関係 between looking after your 肌 and they way it makes you feel

'However, we understood from the 調査する that 回答者／被告s had been asked whether they agreed with the 声明 'I feel more attractive today than I did ten years ago' in general 条件, rather than in relation to the advertised 製品 or its 影響s.

'We considered that the 広告現在のd the 関係 between the advertised 製品 and the 調査する results in a way that was あいまいな, and could be 混乱させるing for 消費者s, and we therefore 結論するd that the 広告 was 誤って導くing.

'The 広告 must not appear again in its 現在の form.'

Beiersdorf said: 'Nivea Visage 行為／行うd a 調査する on 態度s and philosophies to life 経由で加入者s to the NIVEA newsletter and asked whether the 女性（の）回答者／被告s felt more attractive now than they did ten years ago. ?

'We 行為／行う these 調査するs to 論証する an emotional 関係 between looking after your 肌 and they way it makes you feel.

'We believe good skincare enables a better emotional status, so when 37per cent of women replied that they felt? more attractive now, we used the data as it was such a 肯定的な message.'