An advert for anti-ageing pills promoted by supermodel Christy Turlington has been banned because authorities claim the drug's effectiveness has not been proved.

Officials at British watchdog the Advertising Standards Authority have outlawed the commercial for Imedeen, a drug produced by pharmaceuticals giant Pfizer, which claims to reduce wrinkles, as evidence of the product's success provided by the company was too weak.

Asa investigators report in many cases women taking part in the trial saw no beneficial effects whatsoever from the drug and deemed the Tv spot misleading.

Turlington, who is best known for representing Calvin Klein, does not star in the promo clip but is global brand ambassador for Imedeen.

Pfizer have said they will alter the video in light of the decision.