Racy Mila Kunis ad banned

Esquire's ad, which suggests customers can get a body like Mila Kunis' by using anti-cellulite cream, has been banned for its misleading statements.
Esquire's ad, which suggests customers can get a body like Mila Kunis' by using anti-cellulite cream, has been banned for its misleading statements.

An advertisement featuring Mila Kunis in her underwear has been banned in Britain.

The promo for beauty company Rodial featured the Black Swan star in a saucy pose from an Esquire magazine shoot and implied customers could get "a body to die for" by using an anti-cellulite cream.

The ad, which was sent out as an email, added "Get Mila Kunis' Esquire look with this intensive formula that helps reduce the appearance of cellulite fast ... streamline your bum, thighs and tummy with this A-list must have."

Officials at Britain's Advertising Standards Authority (ASA) investigated the company's claims after receiving a complaint, and they have now ruled Rodial chiefs could not back up their boasts about the product.

A statement from the ASA reads: "Because robust evidence was not presented to demonstrate the implied efficacy claims for the product or that Mila Kunis had achieved the look featured in the photo as a result of using the product, we concluded that the ad was misleading."

Rodial bosses are now banned from showing the ad again.

- AAP

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