Rodial created an e-mail ad campaign featuring Mila Kunis in lingerie, saying users could get Mila's Esquire look and "a body to die for" with their cream, which reportedly helped to quickly reduce the appearance of cellulite. (Check out the ad here.)
According to The Guardian, the Advertising Standards Authority received a complaint that the ad was misleading as there was no way it was possible to get Mila’s figure by using the cream. Rodial provided info on trials of two of the ingredients used, but that wasn't enough. "Because robust evidence was not presented to demonstrate the implied efficacy claims for the product, or that Mila Kunis had achieved the look featured in the photo as a result of using the product, we concluded that the ad was misleading," the ASA said. It banned the ad in the UK.
According to E! News, the ASA previously banned ads featuring Natalie Portman, Rachel Weisz, Dakota Fanning, Hailee Steinfield, Julia Roberts, Christy Turlington, Angelina Jolie and Beyoncé. That's a lot of booted booties!