London: Claims for an anti-wrinkle cream from Johnson & Johnson have been judged misleading by the UK advertising watchdog, the Advertising Standards Authority, which ordered that ads for the product should not appear again in their current form.

The ASA said it had not seen robust clinical evidence to show that RoC Complete Lift face cream was proven to deliver a lasting lifting effect, as implied in advertising.

Claims for the cream’s effectiveness were based on an eight-week study. But an independent expert found the methodology was flawed and the study was not robust enough to substantiate the efficacy of the product, the authority said.

The ASA said: “We concluded the advert was misleading.”