TV and print adverts featuringand have been banned in the UK over claims by advertising watchdogs that the ads were misleading.
Some UK advertising watchdogs claimed that the ads in which the stars were featured couldn’t be shown on TV in the country because they were misleading.
The company that hired Justin Bieber and Katy Perry for the adverts is Proactiv, which is a skincare products company. The UK advertising watchdogs that insisted on banning the ads in the UK claimed that both the celebrities had not used the UK-based products and therefore couldn't have made all those claims in the ads.
The management of the company marketing Proactiv in the United Kingdom, Guthy-Renker UK Ltd, insists that both Bieber and Perry were sent British formulations of Proactiv products to use and that they used them for a period of time before appearing in those ads. However, executives at the Advertising Standards Authority allege that this does not back up Proactiv's claim.
According to a report on yahoo.com, a statement released by the Advertising Standards Authority reads, "We considered the overall impression of the ads was that the celebrities were continued and regular users of Proactiv and noted the same endorsement claims were included on the US Proactiv website. We noted the ads were targeted at a UK audience and that the UK Proactiv products had a different active ingredient to the US version. In that context, we therefore considered the claims of continued use had not been substantiated. We concluded that the ads were misleading. The ads must not appear again in their current form."
The bans on Justin Bieber and Katy Perry's ads have not only cost the company significantly, but have also been a disappointment to the UK fans of both the stars.