UK bans "misleading" J&J anti-wrinkle cream ad

LONDON, Sept 17 (Reuters) - Claims for an anti-wrinkle cream from Johnson & Johnson (JNJ.N) have been judged misleading by Britain's advertising watchdog, which ordered that ads for the product should not appear again in their current form.

The Advertising Standards Authority said on Wednesday it had not seen robust clinical evidence to show that RoC Complete Lift face cream was proven to deliver a lasting lifting effect, as implied in advertising.

Claims for the cream's effectiveness were based on an eight-week study. But an independent expert found the methodology was flawed and the study was not robust enough to substantiate the efficacy of the product, the authority said.

"We concluded the advert was misleading," it said.

The judgment was published on the authority's website here (Reporting by Ben Hirschler; Editing by Quentin Bryar)