Hair Raising Case For The ASA

Despite the efforts of its celebrity endorsers, a wig supplier has had a complaint against it upheld by the ASA.

The Advanced Hair Studio was accused of implying that its system replaced hair, rather than offering a hairpiece. Among the complainants’ other objections were the fact that the company’s advertising made false claims about the quality of its “natural effect” and that users could swim, shower or play sport, whereas the claimant had had problems with the adhesiveness of the wig.

Last week much was made in the press about ex-cricketer Graham Gooch, who endorses the company’s products, taking part in demonstrations of the wig’s adhesive powers during sport. The advertisers submitted a signed testimonial from Gooch, along with 150 satisfied customers and a video of another cricketer, Greg Matthews, swimming and playing sport, to prove its effectiveness.

This was not enough for the ASA, which upheld the complaints against claims of the wig’s ability to hold up to sporting activity. It also upheld the claims about the implication that this was a “treatment” rather than a hairpiece, that the “natural effect” had been “perfected” and also a complaint that the “Non-surgical skin graft” method was not new, as claimed by the promotional material.

ASA: 020 7580 5555 www.asa.org.uk

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