A Wrinkle In Time: Anti-Aging Advertising Claims Unsubstantiated By Testing Methods

The National Advertising Division (NAD)'s annual conference is taking place later this month, so we are taking the opportunity to highlight some recent NAD decisions of interest. This post addresses Intraceuticals LLC (Atoxelene Skin Care Products), NAD Case No. 5953 (May 2016).

As part of its ongoing monitoring program, NAD reviewed Intraceuticals' advertising claims that its Atoxelene Skin Care Products and Atoxelene Line Wand eliminate wrinkles. Among other express claims that NAD reviewed, were the following:

• "Gets rid of wrinkles instantly – and they actually stay gone."
• "It's not only effective, its 100% reliable."
• "Results are immediate."

NAD determined that Intraceuticals failed to provide a reasonable basis for these claims. NAD disapproved of Intraceuticals' small-scale trials of its products. Intraceuticals conducted three tests of the Atoxelene Line Wand. First, Intraceuticals tested the line wand on ten of its own staff members. Second,