How so? The UK’s Advertising Standards Authority ruled that Johnson & Johnson’s sales pitch for RoC Complete Lift was not supported by “robust science.” In other words, there was no firm evidence that the best-selling skin cream reduces wrinkles, according to The Independent.

In press advertising, J&J claimed a two-month clinical study proved the cream gave middle-aged women young-looking skin. An independent expert found, however, the study’s methodology was flawed because it lacked objective measures, records and corroborating photography, and the research was conducted by a J&J employee.

“We concluded the ad was misleading,” said the ASA, which banned the advert and warned J&J to consult the Committee of Advertising Practice before advertising again. Here is the complete ASA report.

The patented ingredient in the product called THPE was “clinically proven to work in just 8 weeks of use,” the ad claimed, although a footnote explained: “Clinical study, 41 women, 8 weeks of use.” Hmm… Meanwhile, the paper writes that members of the public complained after noticing another statement in the small print that the cream did not give a “physical lift.”

In its defense, J&J argued at its research showed the product gave a “measurable lift” as long as people used it – rather than a permanent lift.

An experienced grader had applied a placebo cream and the RoC CompleteLift product to each side of the faces of 41 women aged between 45 and 65. After eight weeks, according to J&J, the placebo side had “very pronounced sagging” while its product had ensured “no sagging at all.” Most of another 204 women who had tried the cream were also satisfied by its lifting action, J&J added.