Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Stretch marks, or striae, often appear on the abdomen, buttocks, thighs and breasts and marketers often claim that lasers and creams are effective at either preventing or treating stretch marks.
Before and After images, image altering etc.
Causes of stretch marks
Stretch marks, or striae, are usually caused by one, or more, of the following:
• Hormonal changes during pregnancy. These are not necessarily a result of weight gain and stretching alone and can occur in women who have gained minimal weight.
• Adolescent striae in early teenage years. These, again, may not always be associated with rapid weight gain.
• Rapid weight gain.
• Medical conditions, for example underlying hormone diseases such as Cushing’s disease.
• The use of topical and oral medications such as corticosteroids.
Moisturisers
CAP understands that stretch marks are permanent, but may fade over time. While the application of moisturisers can help the skin feel smoother and more supple, we have not seen sufficient evidence that moisturisers are effective at preventing or removing stretch marks.
See also Beauty and Cosmetics: Creams.
Other topical products
Marketers wanting to make any efficacy claims for the topical treatment of stretch marks must ensure they hold robust evidence consisting of clinical trials relating to their product specifically and must not exaggerate the likely capabilities of the product. Marketers should ensure they distinguish between the composition of a product and any effects brought about by the way in which it is applied, such as massage (rule 12.22).
We understand that topical retinoid, such as Tretinoin - a prescription-only cream - may help to improve the appearances of stretch marks, as a result of improved production of collagen and elastin, but given that it is a prescription-only medicine, this should not be advertised to the public. See Healthcare: Prescription-only medicine.
Laser treatment
CAP has yet to see a clinical trial which proves lasers can remove stretch marks. While several published papers state that lasers have had variable success for treating stretch marks, marketers must hold robust evidence relating to their product or service specifically, if they want to make any efficacy claims.
If marketers hold robust evidence relating to their product or service, it may be acceptable to claim that their lasers can improve the appearance of stretch marks, but marketers should steer clear of claiming or implying that lasers are effective at removing stretch marks. The claims "Remove Your Stretch Marks" and "eliminate the appearance of stretch marks", for example, have been found to breach the Code (Lasercare Clinics (Harrogate) Ltd, 31 October 2012).
See also Lasers: General and Beauty and Cosmetics: Procedures using Lasers. .
Other treatments or products
Any marketer wanting to claim their treatment pr product can reduce or remove stretch marks must hold robust clinical evidence to this effect.
In 2018, the ASA investigated an ad for cryotherapy, a type of freezing/cold therapy, which claimed that it could reduce stretch marks. However, the advertiser was not able to produce any evidence to show that cryotherapy reduced stretch marks, nor helped with any of the other conditions they listed (Cryojuvenate UK Ltd, 18 April 2018).
Marketers wanting to know more about the level of evidence likely required by the ASA are encouraged to view our guidance here.
Before and After images, image altering etc.
Before and after images are likely to be interpreted by the ASA as implied efficacy claims and as such, must not give the impression that an effect beyond that which is supported by evidence can be achieved. See Before and after photos.
Marketers are reminded that the use of social media filters or photoshop may also render any image misleading if it exaggerates the capability of a product or treatment. See Cosmetics: The Use of Production Techniques for more.
Testimonials
Marketers should ensure claims in testimonials do not go beyond the evidence held by exaggerating the likely capabilities of the product. They should also ensure they meet the requirements of rules 3.45 to 3.48 of the CAP Code, in terms of the need for testimonials to be genuine, related to the advertised product and permitted for use in their marketing communication. See Testimonials and endorsements and Claims in testimonials and endorsements.
See also Beauty and Cosmetics: General, Social Responsibility: Body Image and Guidance on the Marketing of surgical and non-surgical cosmetic procedures.