• Sweden edition
 
Beauty giant slammed over anti-wrinkle claims

Beauty giant slammed over anti-wrinkle claims

Published: 17 Oct 2011 11:35 GMT+02:00
Updated: 17 Oct 2011 11:35 GMT+02:00

”Consumers must be able to trust advertising, even when it comes to beauty products. We want to put a stop to these kind of exaggerations,” said Gunnar Larsson of the Swedish Consumer Agency (Konsumentverket) in a statement.

In December last year, the Swedish consumer ombudsman (Konsumentombudsmannen – KO) defeated the beauty giant in a case brought before the Swedish Market Court (Marknadsdomstolen).

The court ruled that the company should not be allowed to claim that its beauty creams can reduce or remove wrinkles if they can't scientifically prove that the creams actually do so.

"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 at the time.

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.

However, since then, the consumer agency has reviewed the company's adverts and found that the prohibited marketing is continuing online, they said in a statement on Monday.

According to the consumer agency four anti-wrinkle creams are marketed with claims that are in breach of the Market Court's ruling.

In the advertisement the company claims that ”The effective formula helps tightening the skin and 'fill out' the wrinkles from within”, that ”The skin is visibly firmer and the contours of the face more prominent, as if they had been re-sculpted” and that the cream ”Helps strengthening the fibroblasts to stimulate collagen and elastinfibre production in the skin. The skin becomes firmer and wrinkles are reduced”.

However, according to the agency, these claims are exaggerated, and the ombudsman is demanding that the company should be fined for continuing to act in breach of the ruling from last December.

”I am sincerely hoping that the district court will send a strong signal to L’Oréal that it is not OK to mislead consumers,” Larsson said.

Rebecca Martin (rebecca.martin@thelocal.se)

Your comments about this article

13:51 October 17, 2011 by StockholmSam
I agree. Go get 'em, ombudsman!
14:15 October 17, 2011 by Opinionfool
"Trust advertising" since when? Have Swedes never heard or read the English idiom "there are lies, damn lies, statistics, and then there is advertising"?

The late great English actor/musician Dudley Moore starred in a film called "Crazy People" in which he played an advertising exec who began to tell the truth about his clients' products. Advertising is not about telling truth or trust, rather the essence of advertising is, to use a phrase from another English man Alan Clarke an MP during the reign of Queen Margaret Thatcher, being "economical with the actualitie". It is all about omitting those things that are inconvenient and promoting those things that make it appear a product is better than its rivals.

Anti-wrinkle cream does nothing. If it has any positive effect it is the application of it to the face where the cream acts as a lubricant to prevent minor skin burns that would otherwise occur as the person massaged the wrinkled area.
15:32 October 17, 2011 by Svensksmith
I rubbed some of that stuff on my shar pei and now he looks like a seal.
18:34 October 17, 2011 by Opinionfool
@Bluebell2011

There's a small terminological inexactitude in your comment ;-) the quotes are from Englishmen. And it's only embarrassing if one believes the lie, put about by Englishmen, that Englishmen are pillars of moral rectitude. The higher in society that an Englishman reaches the more likely he is to express "terminological inexactitudes"; the last great English politician Winston Churchill certainly knew it, whereas today's crop don't care.

By the way, I am English.
20:00 October 17, 2011 by ctinej
Be thankful for the socialist govt of Sweden. I would trust advertising much more in Sweden than any other place in the world.

The world is full of fools, gullible idiots, upon which the capitalists prey. In America, perhaps 90% of cosmetic, health and beauty things sold are pure junk and not worth a cent.

In America, crime pays, with hundreds of Scammers making millions every day, and at worst, having to stop the scam after they are wealthy.
15:37 October 18, 2011 by cogito
@ctinej.

You get the biscuit for unhinged rant of the day.

L'Oreal is a French company, as I had thought everyone knew.
12:44 October 19, 2011 by Streja
cogito, is L'Oréal allowed to lie in France and in the US? Because that is the topic, not the original headquarters of the company mentioned.
20:13 October 21, 2011 by idealist707
If you want to improve the quality of your skin, dissolve arterial fibres, improve genesis of mitochrondria while ageing, then try

nattö, a japanese breakfast specialty. It contains vitamin PQQ (really) which helps the ageing skin. Try wikkying both for more info. All proven or conjecture, make your own judgement.

The skin is a practically imperneable barrier. Externally applied products hardly count, but exceptions exist.
05:57 October 22, 2011 by CaliforniaDreaming
Svenksmith......

I really appreciate your humor....
Today's headlines
Science
Swedes discover rare Antarctic fossils

Swedes discover rare Antarctic fossils

Researchers from Sweden have been speaking about a rare discovery of mammal fossils in the Antarctic. READ  

Ukraine conflict
Sweden Democrats reject EU-Ukraine pact
The Sweden Democrats have two MEPs, seen here with the party's leader Jimmie Åkesson. Photo: TT

Sweden Democrats reject EU-Ukraine pact

BREAKING: The European Parliament has backed an 'historic' agreement to allow closer trade between the EU and Ukraine, but the nationalist Sweden Democrats were among those trying to block the deal on Tuesday. READ  

Elections 2014
Löfven to get no help from Sweden's Liberals
Liberal party leader Jan Björklund. Photo: Jessica Gow/TT

Löfven to get no help from Sweden's Liberals

UPDATED: Liberal Party leader Jan Björklund says he has no plans to join a government with the election-winning Social Democrats, as Sweden's political future remains uncertain. READ  

Analysis
'Evolution' for Sweden's crowd-funding scene
Photo: Victor1558/Flickr

'Evolution' for Sweden's crowd-funding scene

The Local checks out crowd-funding in Sweden as US giant Kickstarter announces plans to launch in Scandinavia. READ  

Opinion
Scandinavia and Scotland: closer links?
Brit Kester Gibson (left) thinks Scotland should split from the UK but Swede Mimi Coglianos disagrees. Photos: private

Scandinavia and Scotland: closer links?

Scotland votes on whether to become independent this week and the Scottish National Party has suggested closer ties with Scandinavia if the 'yes' camp wins. The Local asked two readers if they agreed with Scotland splitting from the UK. READ  

Sport
Malmö gear up for Champions League
Sweden's biggest club Malmö face Juventus on Tuesday. Photo:TT

Malmö gear up for Champions League

Malmö are the first Swedish club in the Champion's League for more than a decade but they face a tough debut fixture against Italian champions Juventus in their Group A opener. READ  

Sweden earthquake 'was strongest in 100 years'
The town of Mora, near where the earthquake hit. Photo: Shutterstock

Sweden earthquake 'was strongest in 100 years'

An earthquake measuring 4.1 on the Richter scale shook parts of central Sweden on Monday and experts have revealed it was the strongest in a century. READ  

Elections 2014
Löfven rules out making government with the Left
Left Party leader Jonas Sjöstedt. Photo: TT

Löfven rules out making government with the Left

Election winner Stefan Löfven announced on Monday that he would not form a government with the Left Party, a move that party's leader called a "huge mistake". READ  

Elections 2014
Six big headaches for Stefan Löfven
Stefan Löfven: a man with a lot on his plate. Photo: Sören Andersson/TT

Six big headaches for Stefan Löfven

Stefan Löfven has started talks to form a new government, but the former welder faces huge challenges in bringing together an administration that will work. The Local explains why. READ  

Business
Microsoft to buy Swedish Minecraft makers

Microsoft to buy Swedish Minecraft makers

UPDATED: Microsoft announced on Monday that it was buying Swedish company Mojang, which was behind the hit game Minecraft, for $2.5 billion (17.9 billion kronor). READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Sponsored Article
How to start a business in Stockholm
Society
How I became a surf blogger when I moved to Sweden
Gallery
People-watching: September 13th
Society
Why is Stockholm's Södermalm so cool?
Gallery
People-watching: September 11th
Blog updates

15 September

Liten, litet, små & lilla (The Swedish Teacher) »

"Hej igen! Have you ever been confused about when to use “liten”, “litet”, “små” and “lilla”? Today I’m going to sort out how use the adjective “liten” (small) and the different forms of it. Liten or litet? “Liten” is the form we will use when referring to a noun with the gender “en”. For example: Min pappa har en..." READ »

 

12 September

EU sanctions: necessary, effective and timely (The Diplomatic Dispatch) »

"Regular readers of this blog know I’ve written about the Russia-Ukraine crisis here. Today I’ve chosen to share an article by the UK Minister for Europe, David Lidington, with my readers: This week the European Union imposed further sanctions on Russia. This decision followed months of destabilisation of Ukraine by Russia, and months of political..." READ »

 
 
 
Gallery
People-watching: September 13th
Politics
Five possible election outcomes
Politics
Sweden elections: How do they work?
Politics
Sweden elections: Who's who?
Lifestyle
What's on in Sweden
Gallery
Property of the week - Hornstull, Stockholm
Analysis
Five differences between the UK and Sweden
Welshman Jonny Luck is now a chef in Sweden
Society
How I opened my own restaurant in Sweden's Malmö
Sponsored Article
Stockholm tech fest: relive the magic
Gallery
People-watching September 8th
Photo: TT
Politics
Feminists fight for first seats
Politics
Immigration cut push from Sweden Democrats
Sheryl Sandberg says women have "low expectations"
Tech
Facebook exec talks women's limits in Swedish business
Politics
Left Party calls for justice and equality
Politics
Green Party wants 'better world' for kids
Lifestyle
The five best Swedish songs of the month
Sponsored Article
Introducing… Insurance in Stockholm
National
Huge clear up underway after Skåne floods
Politics
Sweden's Alliance reveals full manifesto
Tech
Sweden's highest peak to lose title next year
Politics
How immigration became a key election issue
Sponsored Article
Graduates: Insure your income in Sweden with AEA
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

857
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
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
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