Glow or Gimmick? LED Masks Face Advert Bans Over Controversial Claims

Recent advertisements for LED face masks have been banned due to unauthorized claims that they can improve skin conditions like acne and rosacea. The rising trend of at-home beauty devices, fueled by social media influencers, has sparked debate among dermatologists regarding the efficacy of these light-emitting diodes (LEDs) compared to medical-grade treatments used in clinics.

The Advertising Standards Authority (ASA) intervened after using AI technology to scrutinize ads for regulatory compliance, especially around medical claims concerning skin treatment. Under UK law, devices claiming therapeutic benefits must be registered with the Medicines and Healthcare products Regulatory Agency (MHRA). Any advertisement that makes medical assertions without proper registration is considered misleading.

For instance, an ad from Project E Beauty featured before-and-after images showcasing improvements in acne, boasting claims such as an “83% improvement in acne lesions in four weeks.” However, the ASA ruled that no medical claims could be justified for such products, regardless of user experiences listed in testimonials. Project E Beauty subsequently edited its advertisements to remove misleading claims.

Other brands, including Silk’n and Beautaholics, also faced scrutiny for inaccurately implying their masks treat acne or rosacea. Silk’n recognized that their wording suggested medical benefits and assured the ASA that future advertisements would refrain from medical terminology.

Izzy Dharmasiri from the ASA emphasized the responsibility of advertisers to substantiate any claims they make. She noted the risk of misleading potential customers, particularly those with legitimate health concerns seeking genuine solutions. The crackdown aims to ensure that the distinction between cosmetic benefits and medicinal efficacy remains clear, protecting consumers from possible exploitation.