A promotional shot of Mila Kunis, reportedly taken from an Esquire photo shoot was used as part of an advertising campaign that has been banned in the UK for being misleading. The advert for the beauty company Rodial featured a shot of Kunis and suggested that using their anti-cellulite cream would result in getting a body like Mila’s.
The Advertising Standards Agency received a complaint about the advert, which was sent out as an email, with the headline “Get a body to die for” and after investigating the company’s claims, they determined that the ad was misleading. Apparently, using their anti-cellulite cream does NOT necessarily land you with a body that would get you mistaken for Mila Kunis whilst you’re out doing your groceries. Guess we’d better go look for those receipts and get a refund, huh? And renew our gym membership…
The ASA clarified the situation on their website, with a statement saying “Evidence presented consisted of information about two active ingredients within the body sculpture product which made reference to in vivo trials on those ingredients. However, the trials themselves were not supplied. Because robust evidence was not presented to demonstrate the implied efficacy claims for the product or that Mila Kunis had achieved the look featured in the photo as a result of using the product, we concluded that the ad was misleading.”
Watch Mila Kunis in 'Oz: The Great And Powerful' (warning: using anti-cellulite cream will neither make you great, not powerful)