The Advertising Standards Authority has today ruled that Dragons’ Den-backed self-tan brand Skinny Tan has breached the CAP Code in several different ways.

Most concerning, said the ASA, were a number of claims that the products could provide physiological benefits, rather than cosmetic effects. The regulatory body will therefore bar Skinny Tan from claiming that its products are capable of toning and smoothing skin, or removing cellulite going forward.

Second, the brand has claimed that it is ‘the UK’s No. 1’ bestselling product, which was challenged by PZ Cussons Beauty; the ASA ruled that this is misleading and untrue. And finally, Skinny Tan’s assertions that it is ‘more natural’ than its competitors and that it holds ‘certifications’ for its products are unsubstantiated, according to the ASA.