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.
In the past, marketers claiming or implying that lasers or LED-powered products (such as LED face masks) can cure acne have been found to breach the Code.
Lasers
In 2005, the ASA investigated a complaint about an ad that stated “NLite is the breakthrough in the treatment of acne that the world has been waiting for … The NLite-V pulsed dye laser is the world’s leading laser for treating acne …”. The advertiser cited a double-blind, placebo-controlled trial that had been published in the Lancet. The study investigated the effects of the NLite laser treatment on subjects with mild to moderate facial inflammatory acne vulgaris only. The ASA concluded that, although the results of the Lancet study were promising, more work was needed to confirm the clinical benefit for all sufferers. Furthermore, the ASA ruled that the advertiser had not proved that NLite was more effective than other types of treatments or represented a “breakthrough”.
Subject to the quality of their evidence, marketers may claim that pulsed-dye laser skin treatments could help improve certain types of acne (provided they hold evidence to this effect) but should not imply that laser treatment can provide permanent results or cure all types of acne. Comparative or “breakthrough” type claims should be avoided, unless rigorous evidence is held to support them (rule 12.1). See also our guidance on Substantiation for Health Beauty and Slimming Claims.
Similarly, marketers should not exaggerate the effects likely to be achieved through laser treatments through the use of wording or images. In 2018, the ASA investigated whether The Laser Treatment Clinic misleadingly used Before and After images to sell their laser treatment, and found not only were the images unrepresentative, but they received no evidence to suggest they were genuine. During the same investigation, the ASA concluded that the clinical trials used to support all efficacy claims (that their service offered the "most advanced acne treatments" and could also treat rosacea and post-inflammatory hyperpigmentation) were insufficient (The Laser Treatment Clinic Ltd, 22 August 2018).
Marketers should ensure that they do not promote the use of lasers by unqualified technicians. CAP understands that the CQC only regulate cosmetic treatments that involve surgical procedures and not non-surgical lasers and intense light treatments (which is the role of the MHRA). Marketers who are unsure about the regulation or classification of a device should contact the MHRA, the CQC, their local Trading Standards office or the Department of Health and Social Care for more information.
LED
In recent times, the ASA has investigated a number of complaints into claims of efficacy for LED light on acne. LED facemasks differ from lasers in both their application and accessibility, as laser treatments are typically performed in clinical settings and are not suitable for at-home use. LED facemasks however are designed for home use, and as such, claims to treat conditions such as acne are likely to be seen as medicinal claims. Such devices must be appropriately certified through the relevant applicable conformity marking and must be registered with the MHRA prior to being sold and advertised. See Medical Devices.
Marketers are reminded that even if they hold the appropriate certification and MHRA registration for their medical device, they must also hold robust clinical trial evidence to support the claims they are making.
In 2025, within a wider piece of work on LED facemasks, the ASA investigated Meta ads for a LumaLux LED facemask that claimed the product could treat or prevent acne and alleviate rosacea. The ad and website included statements such as, “blue light kills acne-causing bacteria”, “treats acne”, “heal acne”, “83% improvement in acne lesions in 4 weeks”, alongside references to reducing rosacea symptoms. The ASA considered these to be medicinal claims because they suggested the mask could treat recognised medical conditions. As Project E Beauty did not provide evidence that the product was registered with the MHRA or had the appropriate conformity marking required for medical devices, the claims were not permitted under the CAP Code (Project E Beauty LLC, 5 November 2025).
Within the same piece of work, the ASA also investigated the claims, “With 6 specialized light settings, it helps tackle everything from acne […] with clinical precision”, “[…]Finished with the blue light to help treat my acne and scars", “Clinical studies have shown that specific wavelengths of LED light can […] reduce acne-causing bacteria” and “Targeted acne-related treatment […] precise and targeted treatment to effectively reduce acne-related redness”. All claims were deemed medicinal and therefore, without licences and/or medical device registration, all ads breached the Code (Luyors Retail Inc, Beautaholics Ltd and Invention Works BV t/a Silk’n, 5 November 2025)
See also Healthcare: Medicinal Claims.
For acne treatments aside from lasers and LED, marketers may find Health: Acne and Spots of use.
See also Lasers: General, Health: Acne and Spots, Beauty: Procedures Using Lasers and Beauty and Cosmetics: General