Mila Kunis beauty cream ad banned in UK for false claims

Jan. 16, 2013 at 3:27 PM ET

Esquire /
An advertisement for Rodial's body sculpture cream featuring a photo from Mila Kunis' Esquire shoot as the "Sexiest Woman Alive" has been banned in Britain by the Advertising Standards Authority for falsely claiming the cream will give users a body like hers.

Want to have a body like Mila Kunis?

Well, you probably can't. At least, not without adequate diet and exercise, which is why the Black Swan beauty's ads for Rodial's body sculpture cream have been banned in the U.K. for misleading claims.

The deceptive advertisement features the star's famous underwear shot for her Sexiest Woman Alive Esquire cover and says you can "get Mila Kunis' Esquire look with this intensive formula."

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Rodial also claims you can "get a body to die for" (à la Ashton Kutcher's GF's) by using the body cream which, of course, is an "A-list must have."

The Advertising Standards Authority received a single consumer complaint in regards to the misleading ad, and Rodial responded, identifying two active ingredients in the beauty product and referencing in vivo trials in an effort to substantiate the cream's efficacy.

However, the ASA was ultimately unsatisfied with Rodial's response, as the trials were never supplied for review.

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As a result, the advertising watchdog concluded the ad was misleading because "robust evidence" was never presented to prove the effectiveness of the beauty product.

This isn't the first time the ASA has cracked down on a celebrity ad campaign. Advertisements featuring Natalie Portman, Rachel Weisz, Dakota Fanning, Hailee Steinfield, Julia Roberts, Christy Turlington, Angelina Jolie and Beyoncé have all previously received the boot.

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