From THE LOCAL (Sweden):
The Swedish consumer ombudsman has won a case against L'Oréal Sweden, which means that firm has to provide proof in order to claim in advertising that its face creams can reduce or remove wrinkles.
"The verdict is a great success and a guide for all companies that market beauty creams. It has now become clearer what one cannot claim either in writing or through images in advertising," Agneta Broberg, deputy consumer ombudsman said in a statement on Wednesday.
In addition, the court said it would fine L'Oréal Sweden 1 million kronor ($143,000) if it does not comply with the ruling and ordered L'Oréal to pay 226,400 kronor in KO's legal costs, of which 181,400 kronor concerned fees, in addition to interest from the date of the verdict until payment is made.