Watchdog condemns claims over phone ray protection spray

The cosmetics company's adverts said electromagnetic rays from handsets can cause wrinkles and its Expertise 3P lotion could protect the wearer from them.

But the Advertising Standards Authority has ruled that the adverts should be banned because the company's claims were not backed up by any proper evidence and could lead to "fear and distress".

Clarins marketed its spray with the words: "If electromagnetic waves can penetrate walls, imagine what they can do to your skin.

"Today, electromagnetic waves generated by a host of modern day electronic devices join a list of well-known pollutants which can damage skin.

"For the first time, Clarins Research reveals the link between exposure to artificial electromagnetic waves and accelerated skin ageing."

The French firm also claimed its product which sells for £25 for 100ml - could protect from the effects of other pollutants including car exhaust fumes, industrial pollution, acid rain, and synthetic carpeting,

But an independent expert consulted by the ASA criticised the way Clarins's research was carried out, particularly that the spray was not tested on people but in artificial laboratory conditions.

The expert said there was no evidence the spray would work if applied to the skin.

The ASA ruled that the adverts in magazines and leaflets broke advertising codes covering truthfulness, were unsubstantiated and were likely to create fear and distress.

A spokesman said: "We told Clarins not to state that electromagnetic waves generated by modern-day devices or domestic communications equipment could damage or age skin or to imply anti-ageing and pro-health efficacy claims for Expertise 3P unless they held robust scientific evidence to support that."

The make-up firm said the adverts were "factual and informative" and based on years of research.