ASA Bans Eve Cameron and Her Olay Pentapeptide Lies

4 March 2009 by Silky

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.

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5Responses:

CovertJellyfish

Said on the 4 March 2009

Have the managing directors at Olay not been punished then? We could subject them to being talked at by Eve and Nadine (Nadinde, Nadine how I love my Nadine) (worth 5 points)
Gina

Said on the 7 March 2009

Nadine Baggot has been dropped from This Morning as well, after a mind-numbingly embarrassing piece on eyebrows. She probably lied about that as well.
Hafoot

Said on the 8 March 2009

Absolute BS.

It’s sad that quite a majority of the population are gullible enough to fall for crap like this and fork out 20 quid a bottle .

“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].”

I lol’d
KathyL

Said on the 17 March 2009

What exactly does a Beauty Editor do? I think it must be to have lots and lots of botox and talk bollocks. Maybe Olay should give out a camera man using a soft focus lens, a lighting technician and a makeup artist with every bottle so we all can look like the paralysed faced Eve and Nadine. Now that would make the £20 price tag value for money!
Meady Ochre

Said on the 21 March 2009

I’m picturing a ‘Death Becomes Her’ scenario with OLD Eve. I’m sure she’ll still be knocking about in a century or so, all waxy exterior & broken neck. Still flogging her midichlorian cream to desperate middle aged 85 year old women & yes, men.