A spokesman for the Swedish Consumer Agency has confirmed that L’Oréal is being fined 1 million Swedish crowns, or $155,040 at current exchange, for ads in regards to its Vichy Liftactive CxP, Vichy Liftactiv Retinol HA, L’Oréal Revitalift and Age Perfect creams.
The organisation launched a case after finding some advertisments on the L’Oréal website for the aforementioned face creams which had previously been banned by the Swedish Market Court back in 2010.
"That ruling that was handed down after The Consumer Ombudsman took legal action, claiming the campaigns to be misleading," the spokesperson explains.
The Swedish Market Court subsequently judged the ads’ claims regarding wrinkle reduction and skin’s ability to regenerate to be without an adequate scientific basis.
Meanwhile on the matter, a L’Oréal spokeswoman says the cosmetic company is disappointed by this decision, "which does not reflect the evidence of our products’ proven performance."
“As a responsible company, L’Oréal Sverige AB complies fully with the local regulations, the EU Directive as well as the European cosmetics industry guidelines. We believe that the advertising is sincere and that the claims are based on documented performance and do not breach the prohibition and we will carefully examine the decision and have the intention to appeal,” they added.
Just earlier in the month the National Advertising Division determined that the US subsidiary of L’Oreal acted properly in working toward the discontinuance of certain in-store advertising, after a competing mascara maker complained about advertising.
The advertising in question was challenged before the regulatory body by P&G, who took issue with advertisements featuring visuals of model’s lashes and product performance claims related to eyelash length and volume.
In this instance, NAD noted its appreciation for the advertiser’s voluntary undertaking to permanently discontinue the advertisements, action it deemed necessary and proper and cited a prior decision regarding mascara advertising that held P&G product demonstrations must be truthful and accurate and cannot be enhanced.