Justin Bieber and his friend Katy Perry have been banned in the United Kingdomâ"not because of their music careers or even their private lives, but because of their participation in a series of Proactiv commercials. The British government has declared their Proactiv ads "misleading." Yikes. JB involved in a false advertising scam? What would Selena Gomez say? Of course, the term "misleading" could probably describe most of the commercials on television. Nevertheless, neither Bieber's not Perry's ads will be shone in the UK again. Nor will any other American ads for the acne medication.
As everyone who has ever had a pimple and/or watched television knows, Proactiv has, for years, been touted as a "miracle solution for clearing up acne." Right. The problem is that the Proactiv sold in the UK has a "different formulation" from the cream sold in the U.S. The active ingredient is different. Also, the fact that someone complained about the misleading American ads to the British Advertising Standards Authority (ASA) didn't help. The ASA immediately banned the ads.
"...the overall impression of the ads was that the celebrities were continued and regular users of Proactiv and noted the same endorsement claims were included on the US Proactiv website," the ASA explained. "...the signed statements, which related to only five of the seven testimonials, said the celebrities had each used the UK formulation of the product for a period of only several weeks, between one and three years before the ads appeared. ...the ads were targeted at a UK audience and...the UK Proactiv products had a different active ingredient to the US version. In that context, we therefore considered the claims of continued use had not been substantiated. We concluded that the ads were misleading."
So, there you have it. Looks like Justin Bieber and Katy Perry will have to get new gigs on the side. Otherwise the poor things might have to tighten their belts.
Â© Hope Carson 2012
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