SkinKlear, the magical skin cream from Intramed

Intramed Ltd - the company who already have an amazing assortment of ASA rulings under their belt - are back for more.

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This is SkinKlear, a cream which claims to magically remove all kinds of skin blemishes - and "in just 14-42 days"!

I'm sure that Intramed are proud of their fine record, and I'm only too happy to help them out by submitting yet another ASA complaint.

"I write to complain about an advert which appeared in "Healthy Magazine" (May/June 2010, Issue 78), usually sold in branches of Holland and Barrett.

The advert, for Intramed Ltd, promotes "SkinKlear", a skin cream.

I suspect that the advert may be in breach of two sections of the British Code of Advertising, Sales Promotion and Direct Marketing (CAP) code.

1. I have been unable to find any clinical evidence for the efficacy of "SkinKlear" on the PubMed website or elsewhere.

2. Under Sections 3.1 and 50.1, I challenge whether the advertiser holds documentary evidence to prove the following claims, and I challenge whether the claims are backed by evidence, where appropriate consisting of trials conducted on people:

(i) SkinKlear can "fade away skin blotches in days, and keep them away!"

(ii) "Unlike temporary cover-ups that merely hide skin blotches and discolorations, SkinKlear fades them away! Your skin will return to its original flawless even tone and natural colour. The special formula gives your skin a soft, glamorous and alluring glow making you look beautiful and years younger. Clear up unsightly blemishes on your face, hands, arms, neck, cleavage - in fact, anywhere!"

(iii) "Whatever your complexion and skin shade, whatever your age, whatever your condition your skin is in, SkinKlear will work for you! Use daily, and watch those dark spots fade and fade until you don't see them at all! See your skin look younger, softer and more alluring than you ever thought possible. Watch ugly tell-tale age spots fade, fade away! Your skin will have such an even tone, that you'll want to wear those daring outfits again!"

(iv) SkinKlear contains "TWICE the active ingredient" than a previously available SkinKlear product

(v) "SkinKlear fades away Freckles, Skin Discolorations, Liver Spots, Age Spots, Other Blotches in just 14-42 days! Guaranteed..."

3. I confirm that I have no connections with the advertiser or the alternative medicine industry in general. I confirm that I am not involved in legal proceedings with the advertiser."