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1 .This is Scientific American 60-Second Science. I'm Erika Beras. Got a minute?
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2 ."Clinically Proven." "Breakthrough Technology." "Ten Years of Genetic Research."
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3 .These are phrases you might expect to find in the pages of Scientific American.
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4 .But these descriptions also show up in commercials and print ads for cosmetics.
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5 .Now a study finds that some, well, make that a lot, of those science-sounding claims are simply not true.
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6 .Researchers looked at nearly 300 ads in magazines such as Vogue.
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7 .They analyzed claims in the ads and ranked them on a scale ranging from acceptable to outright lie.
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8 .And they found that just 18 percent of the boasts that the researchers looked at were true.
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9 .23 percent were outright lies.
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10 .And 42 percent were too vague to even classify.
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11 .The study is in the Journal of Global Fashion Marketing.
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12 .The Food and Drug Administration regulates what goes into your cosmetics and what goes on the label.
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13 .If a claim is blatantly untrue, the FDA can take action.
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14 .Vague language on labels may be a way to keep the FDA at bay.
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15 .Meanwhile, ads are regulated by the Federal Trade Commission.
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16 .Just last year they charged L'Oreal for deceptive advertising of its Genifique products,
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17 .which the company said were "clinically proven" to boost genes' activity that would lead to the production of proteins causing "visibly younger skin in just 7 days."
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18 .A settlement agreement forced L'Oreal to back off on the claims.
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19 .So take those cosmetic ads with a grain of that salt scrub,
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20 .after all, if scientists had really come up with a product that reversed your wrinkles or grew your eyelashes, it would sell itself.
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21 .Thanks for the minute, for Scientific American 60-Second Science. I'm Erika Beras.
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