Ads for a Dragons’ Den-backed tanning product have been banned over ‘misleading’ claims that it is natural and reduces the appearance of cellulite.
Skinny Tan’s Facebook page and website stated: ‘UK mum of two invents a new way to tan, tone and look thinner …
‘No orange no streaking and no nasty smell! Skinny Tan is the first tanner to combine 100 per cent certified natural tanning with organic smoothing oils and firming guarana berries.’
Self tanning product Skinny Tan has had its adverts banned due to ‘misleading’ claims that it reduces the appearance of cellulite. Pictured: Founders Louise Ferguson and Kate Cotton
The ads went on: ‘In independent trials 84% reported that Skinny Tan gave them smoother skin and less visible cellulite.’
The PZ Cussons Beauty company lodged a complaint with the Advertising Standards Authority (ASA) about the claims made by Skinny Tan, which launched in the UK in 2013.
The product was presented on by founders Louise Ferguson and Kate Cotton Dragons’ Den and won the financial backing of figures Piers Linney and Kelly Hoppen.
Innovaderma UK, trading as Skinny Tan, said the product contained the colour additive DHA from natural sources and was made of 100 per cent natural ingredients.
It provided the results of a trial based on 50 users of the product which showed that a ‘high percentage’ felt that the product made them look thinner and reduced the appearance of cellulite.
![The ASA said the trial provided by Skinny Tan 'did not constitute a substantive body of evidence to support the claims that Skinny Tan could be used to 'tone'](https://i.dailymail.co.uk/i/pix/2017/10/18/08/4572800600000578-4991828-image-a-4_1508312215987.jpg)
The ASA said the trial provided by Skinny Tan ‘did not constitute a substantive body of evidence to support the claims that Skinny Tan could be used to ‘tone’
The ASA said the ad implied that Skinny Tan’s product did not contain DHA when it understood that it did, and added that it had not seen evidence that the DHA contained in Skinny Tan was different to that of other products.
The ASA also said it had not received sufficient information to conclude that the product as a whole was natural, or that the product had been independently certified as ‘natural’.
It said the trial provided by Skinny Tan ‘did not constitute a substantive body of evidence to support the claims that Skinny Tan could be used to ‘tone’ or to give somebody ‘smoother skin’ or ‘less visible cellulite’ or that guarana could be used to make cellulite look ‘visibly smoother and less obvious’.
![Skinny Tan's Facebook page (pictured) and website stated: 'UK mum of two invents a new way to tan, tone and look thinner](https://i.dailymail.co.uk/i/pix/2017/10/18/08/45727D3000000578-4991828-image-a-5_1508312218497.jpg)
Skinny Tan’s Facebook page (pictured) and website stated: ‘UK mum of two invents a new way to tan, tone and look thinner
‘We therefore concluded that the claims in the ads were misleading.’
It ruled that the ads must not appear again in their current form.
Alex Watt, a partner at law firm Browne Jacobson, said: ‘This ruling is a victory for consumer protection and for accountability in advertising.
‘The ASA has set a commendable industry precedent at a time when body shaming is one of the biggest and most sensitive issues facing the consumer beauty products market.
‘It is good news for all consumers to see the regulator holding brands to account for making bold promotional claims they simply cannot substantiate.’