By Karim Hammam
UK health officials have been called upon to review regulations governing advertisements for anti-ageing LED face masks ahead of the festive shopping season.
Peer raises concerns in House of Lords
Addressing the House of Lords on Wednesday, Liberal Democrat peer Baroness Pidgeon asked whether the government would examine promotional claims that the technology can soften lines and wrinkles.
ASA ruling cited
Baroness Pidgeon highlighted a June ruling by the Advertising Standards Authority (ASA) that prohibited Beauty Pie from stating its C-Wave Light Facial LED mask was "clinically proven to reduce wrinkles in four weeks." The watchdog found the studies cited were unpublished and had methodological limitations, with sample sizes of only 28 and 20 participants.
Health minister Baroness Merron acknowledged the ASA's role and said existing regulations aim to ensure consumers are not misled. She also noted the government's recent plans to tighten rules on cosmetic procedures, including restrictions on who can perform high-risk treatments such as Brazilian butt lifts.
