Here’s some news that might just achieve something that was previously thought impossible – news that might wipe the smile of Eve Cameron’s face.

Becuase once again TV’s Worst Adverts has been vindicated by the ASA for the scorn it  poured  on the Olay advert featuring beauty journalist Eve Cameron.

As the Guardian reports:

[A] doctor challenged whether there really was scientific evidence that pentapeptides reduced lines and wrinkles. The doctor also argued that the ad misleadingly implied that the scientific community supported the paper presented at the WCD.

And goes on:

[T]he ASA upheld the doctor’s two complaints. An expert asked by the ASA to look at the claims made by the Olay ad said there were “methodological gaps in the management of results and interpretation of data presented in the published paper [by P&G]“.

And the ASA concluded:

We concluded that P&G had not provided evidence sufficient to support the claim [that pentapeptides do crazy shit to your haggard old face to make you look young again].

Sadly the ASA did not discuss my concerns that Olay were cloning beauty experts in their labs but focused mainly on banning the Olay advert for its lies.

Oh well, a win’s a win.