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Pentapeptides are ineffective anti-ageing ingredients, says ASA

By Guy Montague-Jones, 05-Mar-2009

Scientific evidence does not show that pentapeptides are effective at reducing the appearance of lines and wrinkles, according to an ASA adjudication.

In a TV advert for Olay Regenerist skin cream containing pentapeptides a voice-over states that a study presented at the World Congress of Dermatology showed that the ingredients are effective in reducing the appearance of lines and wrinkles.

After receiving a complaint from a doctor challenging whether there was scientific evidence to support this claim, the Advertising Standards Authority (ASA) launched its own investigation.

The UK-based advertising watchdog scrutinized data submitted by Procter & Gamble (P&G), including a study published in the peer reviewed International Journal of Cosmetic Science (2005).

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