A TV ad for the Sanex Zero% bathing range, from Colgate-Palmolive, has been banned for overegging its natural credentials.

The Advertising Standards Authority ruled that the voiceover to the ad, which screened in October last year, misleadingly implied that the products contained no man-made chemical ingredients.

The voiceover had claimed that the range contained only the ingredients needed for “clean, healthy skin” after telling viewers that “we put so many different chemical ingredients on our skin”.

The advertising watchdog also judged the claim that only those ingredients required for “clean, healthy skin” were used was misleading because the products contained ingredients, such as parfum, which were not necessary for clean and healthy skin.

“We considered that fragrance was a factor which affected the enjoyment of the product, rather than an essential requirement for clean and healthy skin,” said the ASA.