Justin Bieber and Katy Parry’s Television commercial is banned

Justin Bieber and Katy Parry’s Television commercial is banned

A TV campaign featuring stars including Katy Perry and Justin Bieber promoting a zit cream has been banned by the advertising watchdog. The TV campaign featured the stars promoting the virtues of the pimple cream Proactiv in a teleshopping ad.

The singers also feature on a Proactiv website, along with other US celebrities, providing testimonials for the product. Celebrities include Jessica Simpson and Made in Chelsea star Gabriella Ellis. The Advertising Standards Authority received a complaint
that the ads were misleading as the product in the UK was made with different ingredients to the one that was promoted by the American celebrities.

Guthy-Renker, which makes Proactiv, said the celebrities had been sent the UK formulation to use. The company said that the "extremely detailed talent agreements" it held the celebrities to mean that the endorsements were "factually accurate and representative
of their honest opinions".

Five of the seven celebrities that appear in Proactiv’s ads submitted signed statements saying that they had received, and used, the UK formulations of Proactiv products. The ASA said the veracity of the testimonials was not being challenged, only whether
they were relevant to the Proactiv products available to the UK audience at which the ads were targeted.

The statements said the celebrities had used the UK version of the Proactiv products for "several weeks" during 2008; in two instances during 2009; and in two instances during 2010. The ASA said the TV campaign appeared in 2011 meaning viewers would assume
the celebrity continued to benefit from using Proactiv, when in fact they had used it at least a year ago, and in some instances several years ago.

"We considered the overall impression of the ads was that the celebrities were continued and regular users of Proactiv and noted the same endorsement claims were included on the US Proactiv website," said the ASA.

"We noted the signed statements, which related to only five of the seven testimonials, said the celebrities had each used the UK formulation of the product for a period of only several weeks, between one and three years before the ads appeared. We noted
the ads were targeted at a UK audience and that the UK Proactiv products had a different active ingredient to the US version. In that context, we therefore considered the claims of continued use had not been substantiated. We concluded that the ads were misleading".

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Posted by Fahad Zafar on Jul 18 2012. Filed under Entertainment. You can follow any responses to this entry through the RSS 2.0. You can leave a response or trackback to this entry