ASA Not Having Wrinkle-Reduction Claim For IMEDEEN Skin Supplement

Studies submitted by Pfizer are inadequate to support the claim that IMEDEEN skin-care supplements “work from within to help reduce the appearance of fine lines and wrinkles,” the U.K. independent regulator says.

A June 11 decision from the Advertising Standards Authority, concerning one of Pfizer, Inc.’s IMEDEEN skin-care tablets, is a reminder that claims in the frontier nutricosmetics space are being monitored and must be substantiated with reliable scientific evidence.

The case concerns a regional press ad that ran in late 2012, promoting an unspecified IMEDEEN supplement that the brand...

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