夸大宣传是美容业的一大隐患。但最近广告业监管部门接二连三地对该类事件进行的严厉裁决，对他们是一个很大的打击。英国一家叫作“Rodial”的皮肤护理公司声称他们的产品“Boob Job”能让女性的胸部变得更加丰满坚挺。根据该公司网站上的介绍，这种产品含有一种被称为“Volufiline”的化合物，能够刺激脂肪细胞的分化并促进脂质的存积，使脂肪组织中脂肪细胞的数量增加。
广告标准局上月对此做出裁决，这种说法不仅缺少科学证据，而且英国的美容产品不准许改变生理机能。医药和保健产品监管机构认同这样的裁决。Rodial理所当然地收到广告标准局命令，从网站上删除那些宣传。
与制药公司一样，美容企业检测其产品时要求使用双盲的随机对照实验，为对照组使用毫无效果的安慰剂。换句话说，如果护肤公司希望在宣传中拿科技说事，他们的方法也应该严谨一点。
1.广告标准局 Advertising Standards Authority (ASA)
2.医药和保健产品监管机构 Medicines and Healthcare Products Regulatory Agency
3.制药公司 drug companies
4.美容企业 beauty firms(www.xing528.com)
5.双盲的随机对照实验 double-blind, randomized controlled trials
6.安慰剂 placebos
Say No to Overstated Ads
Inflated claims in the beauty industry are a hazard of the trade.But a recent spate of tough adjudications by the advertising regulator is puncturing some of them.Rodial, a British skin-care company, claimed a product called “Boob Job” could increase a woman’s bra size.Its website said the product contained a compound called Volufiline, which would “stimulate adipocyte differentiation and promote lipid storage, leading to an increase in adipocyte volume in the fatty tissue”.
Not only was there no scientific evidence for this, the Advertising Standards Authority(ASA) ruled last month, but beauty products in Britain are not licensed to modify physiology.The Medicines and Healthcare Products Regulatory Agency agreed.Rodial was duly ordered by the ASA to remove the claim from its website.
Beauty firms, like drug companies, should be made to test their products in double-blind,randomized controlled trials, using control groups issued with placebos.If skin-care companies want to use the language of science, in other words, they ought to be rigorous about applying its methods, too.
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