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A recent crackdown on LED face mask advertisements has resulted in a number of bans due to unauthorised claims about improving acne and rosacea. The surge in popularity of at-home beauty devices has seen social media influencers showcasing these masks as the latest skincare trend. However, there is a divide among dermatologists regarding whether light-emitting diodes (LED) in at-home masks can match the effectiveness of medical-grade devices used in clinics. Ads for cosmetic devices not registered with the medicines regulator have been prohibited by the advertising watchdog.
LED therapy is believed to stimulate cells and enhance skin quality, but devices must be registered with the Medicines and Healthcare products Regulatory Agency (MHRA) to make medical claims related to conditions such as acne and rosacea. Dermatologists have voiced concerns about the lack of large-scale clinical trials over extended periods to understand the benefits of at-home LED masks. The Advertising Standards Authority (ASA) employed artificial intelligence to search for potentially rule-breaking ads, resulting in the subsequent bans.
In one instance, an advertisement for Project E Beauty’s LED mask claimed an “83% improvement in acne lesions in four weeks” with before and after images. However, the ASA emphasized that no medical claims could be made for the product, even if they appeared in customer testimonials. Project E Beauty LLC removed certain medical claims and revised the ad to clarify that references to acne in testimonials were based on personal experiences. Similarly, a social media ad for Silk’n was banned for making a medicinal claim about acne, with the company acknowledging the error and committing to not repeat it.
Among the other banned ads was one by Beautaholics promoting a RejuvaLux mask for treating acne and rosacea. Beautaholics pledged to refrain from making claims about medical conditions in future adverts. The ASA underscored the importance of advertisers substantiating claims in their ads, especially to protect vulnerable individuals seeking legitimate solutions for medical issues. By ensuring that cosmetic benefits are not conflated with medicinal claims, the ASA aims to uphold standards in advertising and safeguard consumer interests
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