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.

Some marketers offer chemical peels such as microdermabrasion. CAP accepts that microdermabrasion can slough off the dead layer of skin on the skin’s surface. It also accepts that the part or complete removal of the top layer can reveal “younger-looking” and “smoother” skin but marketers should limit their claims to “the appearance of skin” and should go no further than that unless they hold rigorous evidence.

CAP understands that there has been a rise in the number of "at home" chemical peel products in recent years. Marketers of these products should also not over-claim, and be aware that claims such as "detoxify", "helps with cell regeneration" or similar are very likely to be unacceptable in the absence of very robust, clinical evidence. See also Beauty and Cosmetics: Creams.

Marketers wishing to use imagery to show any results of their product are reminded that there are various rules – see Before and After photos for more.

CAP has not seen evidence that either clinic-based chemical peels nor at-home products can stimulate collagen production.

See also Beauty and Cosmetics: General and Beauty and Cosmetics: "Non-surgical" and "surgical" type claim

More on