The Advertising Standards Authority (ASA) has banned a new advert for Beauty Pie’s LED face mask after finding that the product’s claim of being “clinically proven to reduce wrinkles in four weeks” was misleading. The ad, which ran on the London Underground in December, promised instant wrinkle‑reduction benefits without providing sufficient evidence.

Regulatory grounds for the ban

The ASA pointed out that the company’s own study involved only 28 participants aged 30–65 and lacked a placebo control group. While 92% of testers reported that fine lines appeared less visible after four weeks, the ASA said that a small sample size and the inclusion of an exfoliating product and hydrogel—neither sold with the mask—made it impossible to attribute the benefit solely to the LED device. The regulator concluded that the claim did not meet the standard for “clinically proven” without robust, product‑specific evidence.

Industry context

LED technology is already used in medical settings to treat conditions such as eczema, acne, psoriasis, and sun damage. Consumer LED devices, however, are a newer market segment. Analyst firm Skyquest estimates the global LED beauty market will reach £600 million by 2032. Dermatologists, however, note that there are no sufficiently large or long‑term clinical trials to confirm at‑home LED masks’ effectiveness for wrinkle reduction.

Company’s response

Beauty Pie said the 28‑person study demonstrated a “significant reduction in wrinkles” and that the brand’s trial sizes of 20–25 are standard in other regulatory contexts. It also highlighted that the product is marketed as a high‑quality, affordable alternative to rival LED masks, costing £199 for members and £299 for non‑members.

What the ban means for consumers

For now, the company must remove the anti‑wrinkle claim from all future advertising until it can provide clearer evidence. Consumers are advised to be cautious with marketed “clinically proven” claims and to seek products that back such statements with peer‑reviewed, adequately controlled studies.