I cannot do better than quote sense-about-science on this,
One of Britain's leading consultant plastic surgeons has been threatened with libel action by the manufacturer of a £125 'Boob Job' cream for speaking out about her doubts of its effectiveness. Dr Dalia Nield of The London Clinic was quoted in an article in the Daily Mail on 1st October 2010 saying that it was 'highly unlikely' the 'Boob Job' cream would increase a woman's breast size. The manufacturer, Rodial Limited had claimed that the cream, reported to be a favourite of Scarlett Johansson, can increase breast size by 2.5 cm. Dr Nield said the company had not provided a full analysis of tests on the cream and that if its claims that fat cells moved around the body were true it could be potentially dangerous. Rodial Limited has threatened Dr Nield with libel action. Dr Nield stands by her comments.
Two really important points emerge. Firstly, how can a manufacturer advertise such extraordinary claims for a product without providing evidence? Where is the Advertising Standards Authority in all this and why is there not an equivalent of the EU Food Supplements Directive applying to skin products that appear to claim a medicinal effect? And secondly, why pick on Boob Job? What about 'Bum Lift' or 'Tummy Tuck' for £100 a tube of cream: no really, they do exist, go look at the Rodial website...it's a real hoot. No sign, though of peer reviewed, scientific papers to support a host of revolutionary claims. How come also that a reputable doctor can be threatened with legal process merely for expressing mild doubts and asking for proof?