The UK Advertising Standards Authority banned advertisements for a Beauty Pie LED face mask after finding claims about wrinkle reduction were misleading [1].
The ruling highlights the strict evidentiary standards required for beauty brands making clinical claims in the UK. As consumers increasingly invest in high-cost skincare technology, regulators are scrutinizing the data used to justify price points and efficacy promises.
Beauty Pie marketed the LED face mask at a price of £199 [1]. The company ran the campaign across television and online platforms, stating the device was clinically proven to reduce wrinkles in four weeks [1].
The Advertising Standards Authority reviewed the evidence provided by the brand to support this specific timeframe. The regulator said the claim was not supported by sufficient evidence [2].
According to the regulator, the study cited by Beauty Pie involved only 28 participants [1]. The authority said this sample size was relatively small, making the “clinically proven” assertion misleading to the public [2].
The decision comes amid a broader trend of LED skincare devices appearing frequently on social media feeds. While some lifestyle reports suggest users may see benefits from such technology, the regulator focused on the specific clinical proof required for advertising [2].
Beauty Pie is a UK-based beauty brand that operates on a membership model. The banned adverts specifically targeted the anti-aging properties of the light-emitting diode technology used in the mask [1].
“The regulator said the claim was not supported by sufficient evidence.”
This ruling underscores the gap between anecdotal success in the beauty industry and the rigorous statistical evidence required by law. By labeling a study of 28 people as too small to justify a 'clinically proven' claim, the ASA is signaling that beauty brands cannot rely on boutique trials to market high-ticket items to the general public.
