LONDON — Good Skin Labs, which was created by the Estée Lauder Cos. Inc.’s BeautyBank division, is involved in a wrangle over wrinkles with the U.K.’s Advertising Standards Authority. The advertising watchdog said Wednesday it found a print ad for Tri-Aktiline Instant Deep Wrinkle Filler, a treatment product marketed by the brand, was likely to mislead and ruled it must not appear again in its current form.

This story first appeared in the January 8, 2009 issue of WWD.  Subscribe Today.

“Good Skin Labs submitted substantial scientific data in support of its advertising claims,” Good Skin Labs stated. “Nevertheless, ASA chose to uphold the challenge. Good Skin Labs strongly disagrees with the ASA’s decision and unreservedly stands by its claims. We regret that the ASA failed to understand the nature of the product as a physical ‘filler’ and therefore wrongly interpreted the data submitted in support of the claims.

“Out of respect for the ASA and the self-regulatory process, Good Skin Labs will take the ASA’s position into account in future advertising for this product,” it added.