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ASA Ruling on Ideal Shopping Direct Ltd

Ideal Shopping Direct Ltd t/a Ideal World

Newark Road


30 January 2013


Internet (on own site), Television



Number of complaints:


Complaint Ref:



A shopping channel ad and the corresponding website included a video demonstration of a face cream that featured before and after clips of the product being applied to a model's forehead and which appeared to show a reduction in the appearance of wrinkles.


The complainant challenged whether the before and after images in the video had been manipulated and therefore exaggerated the results that were likely to be achieved by the product.

CAP Code (Edition 12)



Ideal Shopping Direct Ltd t/a Ideal (Ideal) stated that the product was formulated as a cosmetic wrinkle filler and was designed to provide a smoother appearance by filling in lines and wrinkles.  They believed the results were not exaggerated and that the pictures in question were taken from their shows where the product was demonstrated live on air. They explained that the video on the website had also been taken from the live broadcast. They said that Ideal World did not enhance or retouch any before or after images.  


Not upheld

The ASA noted the complainant's concerns that the video presentation had been manipulated to exaggerate the effect that could be achieved from using the product. However, because the videos from the teleshopping presentation had repeated the original live broadcast, we concluded that they were unlikely to have been subject to post production work and were therefore not misleading.

We investigated the ad under BCAP Code rules 3.1 (Misleading advertising) and 3.12 (Exaggeration) CAP Code (Edition 12) 3.1 (Misleading advertising) and 3.11 (Exaggeration) but did not find it in breach.


No further action required.  

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