A TV ad for Sanex Advanced Hydrate 24 Hour shower gel seen in July 2015 featured a voiceover which stated “This is dry skin. It’s a common problem. Introducing our clinically proven way to hydrate it. A shower gel. New sanex advanced hydrate 24 hours, proven to moisturise your skin for 24 hours. Recommended by 97% of women who tried it. Sanex. Keeps skin healthy. Onscreen text at the bottom of the screen stated “Results shown after one week of use. 97% of 32 daily body lotion users”.
Beiersdorf UK Ltd, who believed that the product provided at best the same level of moisturisation as other shower gels on the market, challenged whether the claims that the shower gel actively moisturised and hydrated skin and that the effect lasted for 24 hours were misleading and could be substantiated; and
Unilever UK Ltd, who believed the ad implied that the product provided 24 hours of moisturisation from the first use, challenged whether the qualification "Results shown after one week of use" contradicted that impression and the ad was therefore misleading.
