Spot edited for unclear information and not sufficient regarding the benefits of the supplement on the skin. The advertisement in question is that of Skin Care San Benedetto drinking water, starring Elisabetta Canalisthe model and actress, former showgirl, already at the center of the commercial in 2022. The company had to correct the aim of the advertising after the intervention of the Advertising Self-Discipline Institute (Iap) which asked for changes in favor of the clarity of the message, in particular the relationship between the consumption of the supplement and the benefits on the skin. Also under scrutiny is the duration of the treatment (4 weeks), the reference to which in the commercial was deemed not to be clearly readable. For this reason, the Venetian company – the first bottle was produced in 1956 in Scorzé, Venice – worked hard to make the change, as stated in the taste San Benedetto itself: “The company promptly modified the advertising message, making every single benefit even clearer and more explicit.”
The product in question
It all starts whenAdvertising Self-Regulation Institute in recent weeks he asked San Benedetto to provide evidence that consuming Skin Care makes the skin more elastic. However, the explanations provided by the company were deemed insufficient. Specifically, as reported The Food Fact, the institute asked “to make it clearer which components of the product the claims refer to”. But faced with a response deemed not complete enough, the institute intervened again, asking for a change to the advert. Change that has occurred in recent days.
A targeted requestthat of the Institute in San Benedetto, in line with what the European Food Safety Authority (EFSA) had already stated. The latter, in fact, intervened on the topic in 2013 by analyzing Verisol® Collagen (a substance added to mineral water to obtain skin elasticity). A check which revealed the lack of a direct link between the components of the product and the effects on the skin: “The panel of scientific experts concludes that a cause and effect relationship has not been established between the consumption of VeriSol® and a change in the elasticity of the skin which leads to an improvement in skin function”, this is the response.
He also spoke on the topic of beauty waters in October 2022 Altroconsumowarning consumers to pay attention to claims.
An image from the San Benedetto website describing the properties of the supplement’s components
The company, for its part, underlines that the commercial has already been modified in recent days. “In November 2023, the San Benedetto Group received a request from the IAP Control Committee to intervene on the advertising message of the San Benedetto Skincare commercial in order to avoid misunderstandings among the consumer public. The company promptly proceeded to modify the advertising message, making every single functional benefit linked to the claims present in the commercial communication even clearer and more explicit and the new version of the commercial is going on air regularly”.
On the site, on the product page, we read: “The food supplement in natural mineral water with collagen, zinc and hyaluronic acid, for a new daily beauty ritual. An innovation designed to meet the needs of those who have an active and busy lifestyle and love to take care of their well-being.” And then the properties and benefits that can result from the treatment (with relative duration) are clarified, component by component. In the commercial the same testimonial, in the mirror, says: “The beauty of my skin is made of small gestures” and again “San Benedetto Skin Care, the beauty ritual”.
The product components highlighted in the commercial
One last episode, that of recent weeks relating to Skin Care, which adds to a precedent dating back to 2022, when the commercial – also on that occasion with Canalis as the protagonist – had already come under fire. In that case the advertisement portrayed Elisabetta Canalis skipping breakfast and drinking the supplement instead.
2024-01-11 15:06:32
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