Boots banned from running 'flippant' advert after complaints it was 'irresponsible and harmful'

Boots has defended an advert that has been banned from airing after allegedly making light of a serious health issue. Nottinghamshire's biggest company, which is based on Thane Road between Nottingham and Beeston, has been reprimanded for a TV and online video promotion for its No7 Future Renew serum that aired in April earlier this year.

Eighteen complaints were made to the Advertising Standards Authority (ASA) claiming the advert had condoned not using sunscreen by stating skin damage could be dealt with retrospectively with the product. The complainants said this was "irresponsible and harmful" due to the risk of skin cancer, with regulator ASA ruling Boots had in fact breached advertising rules after examining the advert.

While the ASA acknowledged Boots’ argument that the examples of not using sunscreen showed the characters' past attitudes, and did not reflect the views expressed in the advert, it told Boots the ad must not be shown again. "We considered that the tone of the conversation between the women was light-hearted and flippant about the subject of sun damage and would be seen to suggest that not using suncream could be taken lightly," the regulator's ruling read.

"We considered that message was further reinforced by claims that the visible signs of damage resulting from previous exposure to the sun could be reversed by using the product. Although small on-screen text said, 'Recommended with daily SPF usage', it appeared at the beginning of the ad only for a brief period of time. For those reasons, we concluded the ads condoned exposure to the sun without sunscreen and therefore were irresponsible and harmful."

The ASA explained Boots claimed it took sun protection very seriously, partnering with MacMillan Cancer Support, the Irish Cancer Society and the American Cancer Society to promote sunscreen and sun protection use. The health and beauty firm argued it had intentionally not shown scenes at a beach or pool, of a prolonged lack of sun protection or of sun protection intentionally not being used.

A spokesperson for No7, a Boots brand that sells anti-ageing creams, skincare and cosmetic products, said it was "very disappointed" by the ASA's decision. "We take our responsibilities as an advertiser incredibly seriously and go to great lengths to ensure all our adverts are accurate, useful, responsible and truthful and comply with all relevant broadcast advertising codes.

"We place the utmost importance on sun protection and are wholly committed to encouraging daily sunscreen usage. While we don’t agree with the ruling, we will comply with the guidance within it.”