ASA Rule that Pentapeptides are not Anti-ageing

Pentapeptides, lauded as anti-ageing miracles by the likes of Olay in their adverts for products such as Regenerist, are not effective at reducing the appearance of fine lines and wrinkles, according to the Advertising Standards Authority (ASA). 

Following a complaint received by a doctor who challenged whether there was scientific evidence to justify the claim that pentapeptides can reduce the appearance of fine lines and wrinkles, the ASA initiated its own investigation and came to the conclusion that the advert for Olay Regenerist skin cream should not be broadcast as it stands because there is not sufficient
Read more