The advertising standards authority (ASA) has upheld a complaint against French health and beauty firm Chanel.

The advert in question boasted that Chanel's Precision Age Delay skin cream could rejuvenate the skin.

Chanel sent copies of two clinical trials to the ASA to support its claims.

But, after taking expert advice, the ASA decided that the trials did not substantiate the claims.

The market for anti-ageing creams is growing rapidly, with many small pots of cream costing between �30 and �70.

Re-educating the skin

Chanel's advert for the gently fragranced but oil-free cream was challenged for making three statements:

"stimulates cell vitality"

"re-educates the skin to behave like a young skin"

"combats the first signs of ageing"

On its website, the company describes the cream as a "breakthrough patent-pending treatment which helps skin appear to act younger".

And it boasts of the ten years of research done by Ceries which has evaluated the skin of 3,500 women of all ages.

But the ASA did not find the research conclusive.

Chanel will now have to consult the Committee of Advertising Practice Copy Advice team before advertising the product again.