UK bans LED face mask ads making unproven acne and rosacea treatment claims.

UK regulators have banned LED face mask ads for making unapproved medical claims about treating acne and rosacea. The Advertising Standards Authority (ASA) blocked promotions by brands like Project E Beauty, Silk'n, and Beautaholics, citing lack of MHRA registration. While LED therapy may stimulate skin cells, only medical-grade devices can legally claim treatment benefits. The ASA used AI to detect misleading ads and required removal of terms like "treat" or "heal," stressing that testimonials don’t validate medical claims. The move aims to protect consumers from false promises, as dermatologists note insufficient long-term evidence for at-home devices.