Puraz pinged for misleading ad
A television advert for Puraz collagen tablets over-dramatised the product's wrinkle-free effects, says the Advertising Standards Authority.
The ad featured the image of an older woman with heavy wrinkles morphing into a young wrinkle-free face, which complainant D McLaren found unrealistic.
It was accompanied by the dialogue: "Only the unique Puraz formulation does from the inside what you can't achieve from the outside, firming your skin and reducing the appearance of wrinkles."
The ASA's complaints board noted the computer-generated time lapse showed the complete elimination of wrinkles from the woman's face after using Puraz.
It found while it was obviously a computer-generated effect, there was an inconsistency between the image of a wrinkle-free face and the dialogue which promised the product would "reduce the appearance of winkles".
The board said the ad did not observe a high standard of social responsibility required of therapeutic advertisements, and could mislead consumers.