Ads for acne treatment Proactivfeaturing Justin Bieber and Katy Perry have been pulled in Britain for being misleading.
What’s the problem?
The stars’ testimonials and endorsements were based on theAmerican formulation of Proactiv, which contains a different active ingredient than the product offered in the United Kingdom.
The Advertising Standards Authority (ASA) determined that the “overall impression of the ads” was that Perry and Bieber, among other celebs, were “continued and regular users” of Proactiv, but that in the context of the British market, that was misleading.
Proactiv could only provide signed statements indicating that different celebs had used the UK version of the products for “several weeks” at various points between 2008 and 2010.
The commercials have been pulled from British airwaves.
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