A top cosmetics company which claimed that women who used one of its skin products would see "wrinkles disappear instantly" was in breach of advertising rules, the regulator said today.

A top cosmetics company which claimed that women who used one of its skin products would see "wrinkles disappear instantly" was in breach of advertising rules, the regulator said today.

Estee Lauder Cosmetics markets Tri-aktiline Instant Deep Wrinkle Filler - which costs £25 for 30ml - to people hoping to see a reduction in wrinkles, frown lines and brow lines.

But the Advertising Standards Authority (ASA) found the cosmetic company could not provide sufficient evidence to support claims for the product made in adverts in the national press.

The first half of the complaint, which the ASA upheld, dealt with the claim users would start to see wrinkles disappear "instantly".

Estee Lauder Cosmetics said their product was a kind of Polyfilla for the skin, filling in cracks and wrinkles to smooth the surface.

But the ASA said the results were not obviously visible to the naked eye.

The regulator criticised the company for failing to submit the full method and results of the study to support their case. "We concluded that the clinical study and excerpts from the consumer evaluation study were not sufficient to substantiate the claim," the ASA said.