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.

CAP understands Isolagen involves extracting patients’ collagen-producing cells, reproducing them and then reintroducing them back into the patient, thereby introducing more collagen-producing cells to specific parts of the body. The process could involve cryogenically freezing any unused cells for future use. Some marketers have claimed that patients still see improvements several years after the injections.

Marketers have claimed the skin can be repaired and rejuvenated and the process is safe, effective and long-lasting, because the new cells continue to grow and can be used to treat facial lines, wrinkles, scars and acne scarring. To date, neither CAP nor the ASA has seen evidence for those claims, which are, therefore, unacceptable.

Marketers are advised to make no efficacy claims for the procedure. Instead, marketers should advertise the product on an availability-only platform.

See also Beauty: General and Beauty: Treatments Using Fillers

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