The encyclopedia · Advertising & PR · Marketing decision · 2026
Jiore's 'clear sun tan in 15 days' body-soap ad upheld by ASCI
Jiore's Sinche Body Facial Soap promised to 'clear sun tan' with 'use for 15 days only' — no clinical evidence, no response. ASCI upheld.
Jiore Skincare Studio · 2026-07-31
What happened
An advertisement for Jiore Sinche Body Facial Soap promised to 'Clear Sun Tan' and invited customers to 'Use for 15 days only', pairing the claim with before-and-after visuals of pigmented skin turning brighter.
ASCI's monitoring flagged the claims and asked Jiore Skincare Studio to substantiate them. The studio did not file a written response or substantiation documents by the prescribed date.
With no evidence submitted, the Consumer Complaints Council treated the complaint as exparte. There was neither clinical evidence nor a third-party test report showing the soap could clear tan or visibly brighten skin within 15 days.
The Council upheld the complaint: the claims were misleading by exaggeration and likely to cause widespread disappointment, contravening Chapter I clauses 1.1, 1.4 and 1.5 of the ASCI Code. The ad had to be modified or withdrawn.
Why it happened
- 'Clear sun tan' and 'use for 15 days only' promised a visible brightening on a deadline — with no clinical study behind it
- The before-after visuals implied a transformation the soap was never shown to produce
- Missing the substantiation deadline handed the Council an uncontested exparte judgement
The lesson
A dated promise — 'clear tan in 15 days' — is a scientific claim. No clinical or third-party proof, no response to the regulator, and the before-after turns into an exparte upheld.
Aftermath
ASCI asked Jiore to modify or withdraw the misleading representation. The case was decided exparte after the studio failed to respond, turning a contestable defence into a default loss.
Sources
- ASCI Complaint Outcome: Jiore Sinche Body Facial Soap (31 Jul 2026)
- ASCI Complaint Outcomes index (31 Jul 2026)
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