San Benedetto Under Scrutiny for Skin Care Advertisement
The San Benedetto Skin Care advertisement featuring model and actress Elisabetta Canalis has come under scrutiny for unclear and insufficient information regarding the benefits of the supplement on the skin. The Advertising Self-Discipline Institute (Iap) has asked for clearer messaging regarding the relationship between consuming the supplement and the benefits on the skin, as well as the duration of the treatment.
The Advertising Self-Regulation Institute recently asked San Benedetto to provide evidence that consuming Skin Care makes the skin more elastic. However, the explanations provided were deemed insufficient, leading to the institute asking for a change to the commercial, which has since occurred.
This incident adds to a precedent from 2022 when a previous commercial featuring Canalis also came under fire. In that case, the advertisement portrayed Elisabetta Canalis skipping breakfast and drinking the supplement instead.
The European Food Safety Authority had previously analyzed the substance added to the mineral water to obtain skin elasticity and concluded that a cause-and-effect relationship has not been established between the consumption of the substance and a change in the elasticity of the skin.
San Benedetto has responded by modifying the advertising message, making every single benefit even clearer and more explicit. On the product page, they have clarified the properties and benefits that can result from the treatment, component by component.
This recent episode reflects the importance of providing clear and accurate messaging in advertising, especially when it comes to products aimed at improving one’s health and appearance. Consumers are encouraged to critically evaluate claims made in advertisements for beauty products.