ASA Adjudication on Beiersdorf UK Ltd

Ad

A TV ad for Nivea Crème began with the words “Here comes the sun, it’s for everyone …” being sung and showed the product being used by people of different nationalities in various situations, including after shaving; as a lip balm; as a moisturiser in cold conditions; on a cut or graze on a playing field; on a beach after swimming; as a face paint; and as a make-up remover.

Issue

A viewer believed Nivea Crème was a moisturiser only and challenged:

1.  whether it had healing properties, because she believed it was shown being used on cuts and grazes and as an after-sun cream and

2.  whether it had sun protection properties, because she believed it was shown being applied as a sun block.

BCAP TV Code

Response

TBWA/London said the ad aimed to show Nivea Crème was traditional, had been used for generations, was suitable for all the family, and was trusted, reliable and unchanging.  They believed the viewers interpretation of the ad was unusual and not consistent with the majority of the general publics interpretation of the ad.  They said the product was not shown being applied to a cut, graze or open wound, but was shown being rubbed in around the area on a boys knee that had been bruised or knocked.  They did not believe it was shown being applied as an after-sun cream but, in any case, did not believe after-sun creams were considered to have healing or medicinal properties.  They said the product was shown being applied on the beach as a moisturiser against the effects of salty water after surfing, and on a ferry as a moisturiser against the effect of cold temperatures and wind.  They said the ad was not intended to be broadcast again.

The Broadcast Advertising Clearance Centre (BACC) said they believed the ad showed creatively how Nivea Crème was used in everyday situations.  They made similar points to TBWA/London - that the product was shown being used on a beach as a moisturiser; as a moisturiser against cold and windy weather and around the bruise on a childs knee.  They did not believe the shots implied it had sun protection properties or that it was suitable for use as an after-sun cream, but believed it was generally accepted that parents would use a cream to comfort and soothe an injured or distressed child, while appreciating it did not possess healing properties.

Assessment

Not upheld

The ASA considered viewers generally understood Nivea was a moisturiser and nothing more.  We considered it was generally accepted that a parent might use a moisturising cream to soothe a bruise or knock that a child had sustained and that the shots were unlikely to mislead viewers into thinking the product had additional sun protection, after sun or healing properties.

We investigated the ad under CAP (Broadcast) TV Advertising Standards Code rules 5.1 (Misleading advertising) and 5.2.2 (Implications) but did not find it in breach.

Action

No action necessary.

Adjudication of the ASA Council (Broadcast)