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Advertisements claiming LED face masks may improve acne And Rosacea has been banned by advertising watchdogs for making unauthorized medical claims,
The global LED face mask market is set to grow from £290 million this year to £600 million by 2032. But despite its popularity beauty at home equipment, Dermatologists are divided On whether light-emitting diodes (LEDs) can produce results similar to medical-grade devices used in clinics.
There is some evidence that LED therapy can stimulate cells and improve their skinBut to make medical claims about skin conditions like acne and rosacea, devices must be registered with the Medicines and Healthcare products Regulatory Agency (MHRA).
Using AI, Advertising Standards Authority (ASA) discovered advertising that may breach these rules.
The ASA found social media ads claiming masks could “treat acne,” “cure rosacea,” or “kill acne-causing bacteria.”
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A retailer of hair and skin care products called Project E Beauty showed before-and-after images of the foreheads of women with and without acne, with the text: “By the third week, my acne had disappeared.”
Advertisements selling “Lumalux Face LED Therapy Mask” claimed that the product “treats acne”, adding that it could provide “83 percent improvement in acne lesions in four weeks.” It also claims to be able to “fight the signs” […] Rosacea”.
Another paid meta ad features a video of a man saying: “LED light therapy actually has clinically proven benefits […] Blue light kills acne-causing bacteria.
He then came across a list that included the text “anti-acne”, “eliminates acne-causing bacteria”, “reduces acne” and “reduces redness”. […] Rosacea”. The man said, “This mask is from Project E Beauty […] There are seven different color modes […] One for acne” and “Three minutes of blue light to reduce acne.”
But the ASA said: “No medical claims can be made for the product, whether or not such claims appear in customer testimonials.”
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Project E Beauty LLC has since removed potential medical claims related to “treatment,” “acne cure” and “rosacea.” It said it also amended the advertising to highlight that any references to acne in before-and-after photos and reviews were testimonials based on personal experiences.
A video advertising the Silk N Face Mask on social media shows a woman using the LED face mask with the caption: “Finished with blue light to help treat my acne and scars.”
The ASA said that a paid advertisement should not be displayed again in the same form.
The company Invention Works B.V., which trades as Silk’n, acknowledged that “acne” is a medical term and said the advertising reflects individual perception and results.
A paid meta ad from Luers, a retailer of LED therapy devices, was also banned because it said: “It helps deal with everything from acne […] With clinical precision”
Luers stated that his intention was to describe the cosmetic benefits of his product rather than making medicinal claims and said this would ensure that future advertising would not mention “acne” or other medical claims.
An advertisement on the Beautaholics website for the Rejuvalux mask states that it “provides targeted solutions […] acne, […] Rosacea.”
A paid meta ad for the same product also states: “Whether you’re targeting […] Acne – Advanced Skin Care Made Easy”.
Butaholics said they will not make claims regarding the treatment or prevention of medical conditions in the future.
Izzy Dharmasiri of the ASA said: “We know that advertising can influence what people buy. When it comes to skin care and health treatments, it is important that advertisers do not blur the line between cosmetic benefits and medicinal claims.
“People should be able to trust the adverts they see and hear. Advertising rules are clear, products that claim to treat or prevent medical conditions must be licensed or registered with the MHRA. Advertisers are also required to have evidence to support any claims they make in their adverts.
“It is important that we act to protect those who may be vulnerable and find real solutions to medical problems.”