“Before-and-after” ad in breach of BCAP Code for exaggerating the effectiveness of the Velform shapewear

John Mills Ltd t/a JML Direct (JML) – this concerned an ad for Velform shapewear claiming dramatic, instant slimming effects through “before and after” images with voice-over statements. JML defended the ad based on a consumer study and supplier assurances, however the regulatory body found that the evidence did not support the exaggerated visual claims and noted that there was a warping to some of background in the before and after video suggesting it had been digitally edited. This led to a ruling that the ad breached advertising standards and must not be shown in its current form.