Cosmetics group Clarins has been ordered to withdraw claims that a skin spray made by the firm can protect users against "electromagnetic waves" from mobile phones.
Britain's advertising watchdog ruled that a Clarins advert had breached industry codes over the claims made in regard to the Expertise 3P product made by the skincare company.
The press ad for the product had warned of a link between premature ageing and exposure to electromagnetic waves generated by mobile phones.
A separate leaflet claimed that Expertise 3P was "a new youth and beauty routine to help protect the skin against all kinds of modern pollution and for the first time in cosmetics, it also protects against artificial electromagnetic waves generated by domestic communications equipment".
However after receiving complaints about the promotions, the Advertising Standards Authority (ASA) rejected the claims.
The advertising regulator concluded that scientific studies provided by Clarins in support of its claims were "not robust enough" to prove that electromagnetic waves generated by mobile phones and other devices could damage skin.
ASA bosses also ruled that the ads made "an undue appeal" to readers' fears that harm could be caused to their skin by man-made electromagnetic waves.
"We told Clarins not to state that electromagnetic waves generated by modern-day devices or domestic communications equipment could damage or age skin or to imply anti-ageing and pro-health efficacy claims for Expertise 3P unless they held robust scientific evidence to support that," the ASA said in a statement.
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