An eye-catching advert for the £49 Eucerin Hyaluron-Filler Epigenetic Serum has been banned after authorities ruled its claim to make skin look “up to five years younger” was misleading and unsupported by robust evidence.
Bold Claim Under Scrutiny
The controversial billboard, displayed at Balham Underground Station on 18 November 2025, featured a woman’s face with highlighted dots on her cheek, boldly stating the serum’s ability to visibly reduce age by up to five years within four weeks. This assertion was based on a study involving 160 volunteers, but the Advertising Standards Authority (ASA) found the evidence insufficient and unreliable.
ASA Demands Rigorous Proof
The ASA emphasized that a claim this specific and measurable must be backed by clear, objective, and scientifically sound proof. Although Beiersdorf, the serum’s manufacturer, submitted four studies and a peer-reviewed paper, the watchdog identified critical flaws in the research methods.
One key study lacked a control group and failed to clarify participant recruitment. The trial was described as “blind,” yet did not specify who was blinded. Application amounts were inconsistent, and participants were not restricted from using other skincare products. Furthermore, results relied on self-reporting, making the data subjective and insufficiently rigorous to substantiate the dramatic anti-aging claim.
Climate and Demographic Concerns
The ASA also noted the study was conducted in a country with a hotter, sunnier climate and different skin types than typical UK consumers. These factors could significantly affect results, making it inappropriate to generalize findings to everyday British conditions.
Additional Studies Dismissed
Two other studies raised further concerns over their validity, while a fourth was deemed irrelevant. The peer-reviewed paper focused only on the serum’s active ingredient rather than the full product and did not assess daily usage benefits, rendering it inadequate to support the claim.
Final Ruling and Manufacturer Response
The ASA concluded that the serum’s promise to deliver a noticeably younger appearance by up to five years within four weeks was misleading due to lack of credible scientific backing. It banned the ad from future display and instructed Beiersdorf not to repeat this claim without solid evidence.
Beiersdorf responded by affirming that all their efficacy claims are grounded in scientific research. They acknowledged the ASA’s ruling concerning this particular UK billboard and confirmed the advertisement has been withdrawn. The company expressed confidence in their product’s scientific support, stating all referenced studies meet industry standards.
