Adverts for well-known cosmetic brands including Dermalogica, Clearasil and Clean and Clear have been banned from making medicinal claims about their ability to treat acne.

The Advertising Standards Authority (ASA) has told Dermalogica, Johnson & Johnson, Reckitt Benckiser (RB) and the retailer Feelunique that they cannot claim that their products prevent or treat acne because they are cosmetic rather than medicinal.

A web page on the Dermalogica website for its MediBac Clearing range said the products work 'to treat, clear and prevent adult acne' and was 'formulated specifically to treat adult acne'.

Ads for cosmetic brands including Dermalogica, Clearasil and Clean and Clear have been banned for making medicinal claims about their ability to treat acne

The Advertising Standards Authority (ASA) has told Dermalogica, Johnson & Johnson, Reckitt Benckiser (RB) and Feelunique that they cannot make the claim that the products can prevent or treat acne because they are cosmetic rather than medicinal

Dermalogica proposed to amend the claims by removing references to acne and replacing them with the terms 'breakout' or 'blemish'.

But the ASA said: 'We told Dermalogica to remove the claims which referred to the treatment of acne and not to make medicinal claims for unlicensed products, in particular claims that stated or implied that their products could prevent or treat acne.'

Beauty retailer Feelunique said they thought it was unlikely that consumers thought of acne in the same was as they might think about a condition such as diabetes or appendicitis in response to a complaint about its ads for 'acne treatments', but said they were willing to make changes to their advertising if requested.

Feelunique said it is unlikely consumers think of acne in way they might think about medical conditions like diabetes or appendicitis, but that it will comply with the ASA's requests

A product listing for Johnson & Johnson's Advantage Spot Control Treatment Gel said it was 'clinically proven to start clearing spots in just 4 hours', while the Clearasil website said the brand's Rapid Action Treatment Cream was 'clinically proven to visibly reduce spot size and redness in as fast as 4 hours'.

Johnson & Johnson said that Clean and Clear was a renowned cosmetic brand for clear skin, adding that the overall presentation of the products in the ads was clearly cosmetic and consumers would not expect such products to be medicines.

RB UK Commercial also said its Clearasil Rapid Action Treatment Cream was placed on the UK market as a cosmetic product and not a medicine.

The ASA banned the ads and told all four companies not to make medicinal claims for unlicensed products, 'in particular claims that stated or implied that their products could prevent or treat acne'.

Johnson & Johnson said that Clean and Clear was a renowned cosmetic brand for clear skin, adding that the overall presentation of the products in the ads was clearly cosmetic and consumers would not expect such products to be medicines

Feelunique said: 'We note the clarification provided by the ASA's review of this topic and we will be complying with their recommendations.'

Acne, also known as acne vulgaris, is a long-term skin disease that occurs when dead cells and oil clog up hair follicles on the surface of the skin.

Given that acne is a medical skin condition, brands should make clear that their products may reduce the symptoms, or appearance of symptoms, of acne - such as spots and oily skin - but are not medically licensed to prevent or treat the disease itself.