L’Oreal USA has settled the charges brought against the company by the Federal Trade Commission, regarding deceptive advertising for two of its skincare products – Génifique and L’Oréal Paris Youth Code.

The FTC says that under the proposed administrative settlement, L’Oréal is prohibited from claiming that any Lancôme brand or L’Oréal Paris brand facial skincare product targets or boosts the activity of genes to make skin look or act younger, or respond five times faster to aggressors like stress, fatigue, and aging, unless the company has competent and reliable scientific evidence substantiating such claims.

L’Oreal issued this statement about the settlement:

“The proposed agreement imposes no monetary penalties and expressly states that L’Oreal USA does not admit any improper advertising practices. The agreement approved today by the Commission is subject to a 30-day public comment period and final approval by the Commission.”

The national ad campaigns in question were Génifique’s, which said its products were “clinically proven” to “boost genes'” activity and stimulate the production of youth proteins that would cause “visibly younger skin in just 7 days.”

The ads for Youth Code stated: “new era of skincare: gene science,” and that consumers could “crack the code to younger acting skin.”

In a press statement released by the FTC, Jessica Rich, director of the FTC’s Bureau of Consumer Protection, commented: “It would be nice if cosmetics could alter our genes and turn back time, but L’Oréal couldn’t support these claims.”

Kristina Schake, chief communications officer, L’Oreal USA, responded:

“The claims at issue in this agreement have not been used for some time now, as the company constantly refreshes its advertising. The safety, quality and effectiveness of the company’s products were never in question. Going forward, L’Oreal USA will continue to serve its customers through industry-leading research, scientific innovation and responsible advertising as it has for the last 60 years.”