Reusable copper face mask advert banned over ‘destroying germs’ claim.
The ad claimed the masks provided “protection against bacteria and viruses”. Pic: Advertising Standards Authority
An advert for a reusable copper face mask has been banned for making misleading claims about the protection it provides.
The Easylife Group Ltd advert appeared in The Sun newspaper on 19 June, claiming the masks, infused with copper wire, provide “protection against bacteria and viruses”.
The advert said: “Attack is the best defence – and that’s what this face mask proves. It doesn’t just provide a passive barrier against bacteria, viruses, pollen, pollutants, dust particles etc – it takes positive action, destroying germs on contact.
“The secret is pure copper fibres infused in the polyester/spandex fibre.”
The Advertising Standards Authority said the advert was misleading because it implied the mask had a protective benefit for the wearer.
However, Public Health England has said wearing a face mask does not protect the wearer but may protect others around them.
The ASA said: “Marketers of face coverings and masks should not mislead consumers about the capabilities of their products, for example by giving the impression they would protect the wearer when there was little evidence that this was the case.”
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