Procter & Gamble has become the latest major consumer products company to be rapped by advertising authorities after a commercial for its Olay Regenerist beauty cream was found to be misleading.

The Advertising Standards Authority has banned a commercial for the product after ruling that claims it could have a “dramatic” effect similar to cosmetic injections were misleading.

The advert said pentapeptides in the cream could reduce the appearance of wrinkles. However, the ASA upheld a complaint that called into question the evidence for pentapeptides’ effectiveness.

Last month the ASA criticised Domino’s Pizza over its tie-up with The Simpsons on Sky TV, flouting rules on the sponsorship of content popular with children by fast food companies.

The body also recently banned an advert by the British Pig Executive boasting about the high standard of pig welfare in the UK.

And last week Flora Buttery got its knuckles rapped over an ad featuring celebrity chef Gary Rhodes, which provided insufficient evidence that consumers considered it more buttery than rivals.