97.3% of Statistics are made up on TV

Gotta love the French.

Cosmetics giant L'Oreal claimed that its Anti-Wrinkle De-Crease face cream "visibly reduced expression lines" in 76% of women. Wonder where they researched that? But it don't stop there, my bonbon.. No, they also claimed their Perfect Slim anti-cellulite cream "visibly reduced the appearance of cellulite" in a smilarly impressive 71% of women.

The ASA (and arguably, common-sense) begged to differ.

It turned out there just wasn't enough evidence to support either claim, which is now forcing L'Oreal to "amend" the ads. A little dent in le advertising budget, wee wee? Not for L'Oreal, which made £1.4bn profit last year.

But being big, rich and given to making up stats on national telly seems to be a French tradition, 'cause in May Estée Lauder's ad campaign was also found to be a little wrinkley.

Both companies are adamant the ASA is full of stinky frommage and that their claims are scientifically substantiated.

Hmm. Jury's out on that one..