• Sweden edition
 
Sweden tells L'Oréal to prove anti-wrinkle claims

Sweden tells L'Oréal to prove anti-wrinkle claims

Published: 01 Dec 2010 15:46 GMT+01:00
Updated: 01 Dec 2010 15:46 GMT+01:00

The Swedish Market Court (Marknadsdomstolen) has ruled in favour of the country's consumer ombudsman (Konsumentombudsmannen, KO), which welcomed the verdict.

"The verdict is a great success and a guide for all companies that market beauty creams. It has now become clearer what one cannot claim either in writing or through images in advertising," Agneta Broberg, deputy consumer ombudsman said in a statement on Wednesday.

In addition, the court said it would fine L'Oréal Sweden 1 million kronor ($143,000) if it does not comply with the ruling and ordered L'Oréal to pay 226,400 kronor in KO's legal costs, of which 181,400 kronor concerned fees, in addition to interest from the date of the verdict until payment is made.

KO took L'Oréal Sweden to court last spring. The case concerned two ads for so-called beauty creams.

In one for Lancôme High Résolution, a "Dr. Ruggiero" attests that the cream will smooth out wrinkles by 70 percent within a month and reduce wrinkles "with laser speed." In another ad for Vichy LiftActiv Pro, the spot alleged that the cream would cause a reduction or complete disappearance of wrinkles.

KO charged that L'Oréal markets products in a misleading and exaggerated way. The verdict handed down by the court sided with KO and deemed the company's advertising misleading.

Companies are subjected to particularly high demands when it comes to using medical arguments in their ads. However, the courts have never previously tried cases involving cosmetic products. KO referred to medical experts and previous convictions in the Market Court in this case.

Vivian Tse (vivian.tse@thelocal.se)

Don't miss...X
Left Right

Your comments about this article

18:04 December 1, 2010 by petrasflorin
This is why I love Sweden. Doesn't allow false advertising.
13:30 December 2, 2010 by foxpur
The US doesn't allow false adverts either. But to be fair, they should have to pay KO costs if they prove their claim.
05:37 December 8, 2010 by Eric Aker
What?

The cream does not reduce wrinkles by 70%, how much does it reduce the wrinkles?
15:13 December 8, 2010 by JoJo123
Ha ha ha! I just love hearing about Loreal when it is bad news for them. Karma is a pain in the backside! I have never used their products and never will... neither Loreal products, or any other company that test on animals. Such cruelty! And, whilst I am at it... I am rather mad that Loreal ruined a great shop for us, The Body Shop, who once was a non-testing awesome place, but is now totally off my list.
Today's headlines
Preschool teacher arrested for child rape
Photo: Hasse Holmberg/TT

Preschool teacher arrested for child rape

A man has been arrested on the suspicion of raping a child at the preschool where he is employed. READ  

Police arrest 17 people after fatal shooting
Police at the scene. Photo: Niklas Luks/TT

Police arrest 17 people after fatal shooting

Seventeen people were arrested during the early hours of Tuesday after a man was shot dead in central Sweden. Several of the suspects were already known to the police for gang crimes. READ  

Cops find 15kg cocaine stash in woman's car

Cops find 15kg cocaine stash in woman's car

A 35-year-old woman faces charges for aggravated narcotic crimes after police found 15 kilogrammes of unusually high-concentrated cocaine in her car. READ  

Opinion
The top six ways the US and Sweden differ

The top six ways the US and Sweden differ

Back home in the US and with a solid Swedish stint under his belt, contributor Steven Schier has listed what he thinks are the six biggest differences between Sweden and the states. READ  

Swedish expert slams Norway terror alert
Terrorism expert Ranstorp and a policeman in Norway. Photos: TT

Swedish expert slams Norway terror alert

A Swedish terrorism expert has come forward criticizing the way Norway has handled its recent terror threat, saying the day the threat began was a "total problem in intelligence". READ  

Swedish nurse reported for patient 'death wave'

Swedish nurse reported for patient 'death wave'

A nurse in southern Sweden has been reported for abuse at a senior care centre after she allegedly waved to a colleague with the hand of a recently-dead resident. READ  

Pandas Plopp and Polly born in Swedish zoo
Plopp and Polly, the offspring of Pandora the panda. Photo: Kolmården

Pandas Plopp and Polly born in Swedish zoo

A pair of red panda cubs have been born in central Sweden, a wildlife park announced on Monday. READ  

Green Party ranked 'most gay friendly' in Sweden

Green Party ranked 'most gay friendly' in Sweden

The Green Party's views are 88.6 percent "LGBT-friendly", a Swedish LGBT rights group claimed on Monday, making the Greens the most gay-friendly of all Sweden's parliamentary parties. READ  

Man held on suspicion of murdering wife
Police on the scene. Photo: Johan Nilsson/TT

Man held on suspicion of murdering wife

Updated: Police arrested a man in Copenhagen on the suspicion of killing his wife, whose body was found at the couple's home in southern Sweden during the weekend. READ  

Arlanda, Stockholm
Lightning bolt grounds flight to New York

Lightning bolt grounds flight to New York

Swedes bound for New York learned on Monday morning that their plane had been cancelled after it was hit by lightning during Sunday's thunderstorm. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Gallery
People-watching, June 26th - 28th. Get inside Stockholm's hottest nightclubs
Gallery
Top ten Swedish taboos
Society
Seven-year-old Swede cycles to Berlin
Politics
'Gaza conflict needs help, not empty rhetoric'
Society
Swedes voted 'most beautiful' in the Nordics
Blog updates

27 July

Approaching Stockholm (Around Sweden in a kayak) »

"I woke up in the comfort of my own little cabin on Eva and Rolf’s boat, it was 7:30am and I was feeling a bit groggy after a couple of beers with all the lovely locals the night before. The previous day had really taken its toll on my body and I was very stiff and..." READ »

 

24 July

Sharing our Pride: Celebrating Love & the LGBT Community! (Stockholm in my American Heart) »

"It’s mid- July in Stockholm, and with much of the city on vacation, things can seem a little quiet – the streets, the bus, and the grocery store. One thing that has not paused for a summer break, though, is preparation for Stockholm’s Pride Festival, which will take place from July 28 to August 2...." READ »

 
 
 
Business & Money
Sweden demands EU clarity on Bitcoin tax
National
Swedish organic sales enjoy 'amazing' growth
Photo: Johan Nilsson/TT
Society
What's On in Sweden
Gallery
People-watching July 23
National
Swedish cops elect not to shoot 'angry elks'
Business & Money
New alcohol retail rules threaten micro-breweries
Gallery
People-watching Båstad
Business & Money
Sweden falls to third in global innovation index
Society
Swedish ornithologists keep webcam watch
Photo: Andreas Nordström/Image Bank Sweden
Gallery
Top ten Swedish beach hot spots
Tech
Swedish Wiki vet sets new content record
Photo: Fastighetsbyrån
Lifestyle
In Pictures: The Local's Property of the Week
Photo: Finest.se
Gallery
People-watching July 15-16
Photo: Ola Ericson/Image Bank Sweden
Society
What's On in Sweden
Photo: Lisa Mikulski
National
Hope springs eternal for expat pet shop owner
Gallery
Princess Estelle steals limelight at mum's birthday
National
Swedes risk infants' lives by covering up prams
National
Swede runs for office just using Bitcoin funds
Sponsored Article
Introducing... Your finances in Stockholm
Sponsored Article
Introducing... Housing in Stockholm
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

729
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com
If you want to drink, that’s your business.
If you want to stop, we can help.

Learn more about English-language Alcoholics Anonymous in Sweden. No dues. No fees. Confidentiality assured.
AA-EUROPE.ORG/SWEDEN
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
http://psdmedia.se