Advertising watchdogs have ruled a national press ad for L’Oréal Paris Men Expert deodorant can’t be shown again in its current form.
The Advertising Standards Authority (ASA) said the ad, which featured a close-up image of a shirt alongside stain protection claims, such as “helps protect against all types of marks”, was misleading because it didn’t make it clear that the anti-mark claims did not cover all kinds of stains.
L’Oréal however said the product addressed all (or 100%) of the four types of marks – sweat patches, yellow stains, white residue and the stiffening of fabric ‘cardboard’ effect – identified in the ad, and that the ad did not claim the deodorant provided 100% protection efficacy against all types of marks caused by antiperspirants.
The ASA ruled the ad must not been shown again in its current form.
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