The UK watchdog took action after an email advert promoted the body cream as “intensive formula that helps reduce the appearance of cellulite fast” whilst showing an image of the actress in her underwear accompanied by the text "Get Mila Kunis' Esquire look, streamline your bum, thighs and tummy with this A-list must have.”
According to the ASA, the complainant believed that the ad implied that Mila Kunis' figure had resulted from using the 'body sculpture' cream, and therefore challenged whether the marketing exaggerated the results that were likely to be achieved from using the product.
In response, Rodial provided the Authority with product information on two of the active ingredients in the sculpting cream which they believed substantiated the efficacy claims for the product.
However, the ASA considered that most consumers would understand from the ad claim that "checkout and streamline your bum, thighs and tummy with this A-list must have!" implied that those who used the product as being able to reduce the appearance of cellulite and tighten and smooth their bottom, thighs and tummy.
"Although information was provided, the trials themselves were not supplied. Because robust evidence was not presented to demonstrate the implied efficacy claims for the product or that Mila Kunis had achieved the look featured in the photo as a result of using the product, we concluded that the ad was misleading."
Thus, the ad was found to have breached CAP Code (Edition 12) rules 3.1 (Misleading advertising), 3.7 (Substantiation), 3.11 (Exaggeration) and 12.1 (Medicines medical devices, health-related products and beauty products) and the ASA has ruled that it should not appear again in its current form.
"We told Rodial not to make efficacy claims without holding robust evidence."
Recent Rodial reprimands
The ASA has previously challenged whether claims were misleading and could be substantiated on other Rodial products in the last year.
Product information and testimonials on the brand’s website for ‘Glamtox Sticks’, ‘Glamoxy Snake Serum’, ‘Chin & Neck lift’, ‘Boob Job’ and ‘Tummy Tuck Sticks’ products were found to mislead consumers.
On their website, Rodial describes itself as a skincare line that “is dermatologically tested and is recommended by dermatologists and plastic surgeons in the UK.”