The TV adverts have been taken off air over claims the British versions of the products do not contain the same ingredients as the American range, which has been endorsed by a number of other stars including Elle Macpherson and Avril Lavigne, reported Daily Mail online.
Bosses at Guthy-Renker UK Ltd (Gruk), the marketing company behind the commercials, insisted the featured stars have been sent the British formulations of Proactiv products to use, but executives at the Advertising Standards Authority alleged this did not back up the company's skincare claims.
A statement from the Advertising Standards Authority (Asa) 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."
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