Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
CAP accepts that supplements containing sufficient quantities of vitamins and minerals can help maintain healthy skin. Claims that go further than that are unlikely to be acceptable without robust evidence.
Claims that pills can change the structure of skin have yet to be proven and, even if proven in future, might be considered medicinal. Such claims are unlikely to be acceptable without a Marketing Authorisation from the Medicines and Healthcare products Regulatory Agency (MHRA) (Rule 12.11).
Neither the ASA nor CAP has accepted claims that pills, capsules or tablets can reduce the risk of premature ageing (Healthspan Ltd, 17 February 2010; and Health and Living Foundation, 29 August 2007), achieve a youthful appearance, rejuvenate and regenerate or firm and tone the skin (Lichtwer Pharma UK Ltd, 15 January 2003). Advertisers have claimed that collagen tablets have been able to stimulate collagen production, reduce wrinkles and plump up the skin. Such claims have not been proven (Principle Healthcare, 28 September 2011; NeoCell Corporation (UK) Ltd, 8 December 2010; Ideal Shopping Direct plc, 10 October 2007; CMS Publications Ltd, 3 March 2004;and Microtech, 19 November 2003).
Without adequate evidence to prove that pills can have a significant physiological effect on the skin, advertisers should limit claims to demonstrable healthy skin maintenance.
Last modified : 08 March 2012