ASA Bans Eucerin Advert Over Unsubstantiated Youth Claims

The Advertising Standards Authority (ASA) has banned a billboard advertisement for Eucerin Hyaluron-Filler Epigenetic Serum. The regulator found the advert contained unsubstantiated claims about anti-ageing effects.

The complaint was received in November 2025 after the advert appeared at Balham Tube station in London. The billboard stated the product was "clinically proven" to help users "LOOK UP TO FIVE YEARS YOUNGER".

Smaller text on the advertisement read "Product-in-use test over 4 weeks with 160 volunteers". According to the ASA, Beiersdorf failed to provide sufficient evidence to substantiate the billboard claim.

The advert cannot appear again in the form complained of.

Evidence requirements for cosmetic claims

Eucerin is Beiersdorf's dermatological skin care brand. Beiersdorf describes its purpose as delivering "science-based care that transforms skin health globally".

Burcu Andreae-Nehlsen, President Derma & Health Care at Beiersdorf, says of the brand upon its launch in Japan: "Eucerin stands for the life-changing power of dermatological skin care. Introducing the brand to the Japanese market demonstrates our commitment to science-backed skin care that make a real difference and our ambition to drive new opportunities for our Derma business."

For the Hyaluron-Filler Epigenetic Serum, Beiersdorf conducted a study with 160 participants using the product for four weeks. The company states the serum "makes the skin look younger than its age and reverses 10 signs of aging".

At the end of four weeks, participants were asked how much younger they thought they looked compared to before they started using the product. The "up to" claim reflects a maximum result rather than a typical result.

ASA standards for clinical proof

The ASA requires organisations to hold clinical evidence of any efficacy claims when advertising cosmetic or skin care products. Marketers should avoid supporting an objective claim with subjective feedback.

A decrease in wrinkles is an objective claim. Customer responses are subjective feedback.

Any marketer looking to make a new or breakthrough claim must have sound data to form a "body of evidence". This usually has to include at least one controlled human study.

Advertisers should avoid exaggeration when it comes to post-production. The ASA has previously upheld complaints where re-touching of photographs has been considered to give a misleading impression on product results.

Transparency could improve ad effectiveness

Rooting advertising in substantiated claims could improve its effectiveness, according to ASA CEO Guy Parker. In an interview with edie discussing greenwashing claims, he says that a lack of exaggeration can improve overall consumer trust.

"I think your ads will be better off for it," he says. "People don't expect you to have solved this problem, they know that it's a process. Being a bit humble, I think, makes for more credible and more believable, better ads."