LED facemask complaint upheld for making medicinal claims
Monday 17th November 2025
The Advertising Standards Authority (ASA) upheld a complaint made against beauty brand “Beautaholics” for publishing an ad which made unauthorised medicinal claims. The ad featured an LED face mask and described the product as delivering a fully customisable treatment using clinically proven light technology.
Their website included a webpage of the LED face mask which stated: “Clinical studies have shown that specific wavelengths of LED light can […] reduce acne-causing bacteria”.
The ASA believed these ads made medicinal claims for an unauthorised product. The company acknowledged that the wording used in the ads could have implied medicinal claims and informed the ASA that the ads had been taken down.
Businesses should take care when publishing ads to ensure they are not making unauthorised claims, as such breaches could lead to enforcement action.