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L’Oréal Fined for Skin-Care Ads in Sweden

The French beauty giant must pay 1 million Swedish crowns, or $155,040.

PARIS L’Oréal was fined 1 million Swedish crowns, or $155,040 at current exchange, by the Stockholm City Court for continuing to run certain advertising, a spokesman for the Swedish Consumer Agency has confirmed.

That organization had launched a case when it found on some L’Oréal Web sites in Sweden ads for certain face creams — including Vichy Liftactive CxP, Vichy Liftactiv Retinol HA, L’Oréal Revitalift and Age Perfect — which had been banned by the Swedish Market Court in 2010. That ruling that was handed down after The Consumer Ombudsman took legal action, claiming the campaigns to be misleading.

The Swedish Market Court subsequently judged the ads’ claims regarding wrinkle reduction and skin’s ability to regenerate to be without an adequate scientific basis.

“L’Oréal Sverige AB has taken note of the decision by the Stockholm City Court regarding an alleged breach of the prohibitions in an earlier decision from 2010 concerning marketing of facial creams. We are disappointed by this decision, which does not reflect the evidence of our products’ proven performance,” said a L’Oréal spokeswoman. “As a responsible company, L’Oréal Sverige AB complies fully with the local regulations, the EU Directive as well as the European cosmetics industry guidelines. We believe that the advertising is sincere and that the claims are based on documented performance and do not breach the prohibition.

“We will carefully examine the decision and have the intention to appeal,” the spokeswoman continued.

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