London, Jan 6 (ANI): A skin cream from the cosmetics company Estee Lauder, which claimed to make wrinkles disappear instantly, will no longer be advertised after watchdog ruled that the commercial were misleading.

According to Advertising Standards Authority (ASA), the research that the US-based company conducted on the product was seriously flawed, reports the Independent.

They said that Estee Lauder failed to follow scientific norms when it tested Tri-Aktiline Instant Deep Wrinkle Filler.

The company had run an open non-blinded trial where all researchers and volunteers were aware of the intended effect of the research, instead of running a randomised controlled trial for the product that would have eliminated bias.

The ASA has banned the advertising, described the study as “inadequate to support claims of visible changes”.

The cosmetics company had claimed two studies showed that the skin cream reduced wrinkles. In the ad, it stated: “Immediately: 68 per cent of subjects reported a visible filling of wrinkles.”

Estee Lauder submitted a copy of a clinical test on 25 women with lines and wrinkles.

It also said it carried out a consumer evaluation study with 50 participants on the final formula but it failed to submit a full copy of that second trial to the ASA.

After taking expert advice on the clinical evidence, the ASA said: “We considered that a consumer evaluation study was not sufficient to support a claim for the reduction of wrinkles per se. We concluded that the clinical study and excerpts from the consumer evaluation study were not sufficient to substantiate the claim and therefore that Estee Lauder had not justified it.” (ANI)