Latest rulings

  • Croftscope Ltd t/a BOCA

    • Upheld
    • National press
    • 22 November 2017

    An ad for BOCA organic toothpastes was seen in the Raconteur supplement which was included in the Times newspaper on 28 July 2017. The ad featured a black and white image of the body of a naked woman, who was wearing only a pair of strappy heels. The woman in the image was shown reclining in a chair and facing a win...

  • Procter & Gamble (Health & Beauty Care) Ltd

    • Upheld
    • Internet (on own site)
    • 09 August 2017

    A page describing Olay Regenerist skincare products on, seen in October 2016, stated “Re-energises skin’s appearance cell by cell*”. Small text stated “*by exfoliating skin surface cells”.

  • Colgate-Palmolive (UK) Ltd

    • Not Upheld
    • Television
    • 19 July 2017

    A TV ad for Colgate Total Proof toothpaste, viewed on 21 April 2017, featured a voice-over that stated, “You brush your teeth every day. But wouldn’t you feel better if you could see and feel it cleaning? Colgate Total Proof. It turns into a blue foam as you brush, fights bacteria and reduces plaque. So you feel rea...

  • The Feel Good Group Ltd t/a The Tanning Shop

    • Upheld
    • E-mail
    • 19 July 2017

    An email for The Tanning Shop, dated 6 March 2016, said “Use our UV to get YOUR

    Vitamin D!” and “Exposure to UV light is the most powerful way to promote Vitamin D

    production and using a responsible tanning programme is by far the most efficient!” At the top of the ad was a picture of a tanned model in a...