On Monday, L'Oreal USA reached at a settlement with the Federal Trade Commission to sort out charges alleging false advertising by the company for anti-ageing cosmetic skincare products that claim to alter genes to control ageing.

The federal regulators levied charges against the company of having `false and unsubstantiated claims' with regard to its two anti-wrinkle products, Lancome Génifique and L'Oréal Paris Youth Code.

The products boast of providing anti-aging benefits by working on the user's genes. Jessica Rich, Director of the FTC's Bureau of Consumer Protection, was of the view that it would have been great if the products would have been able to bring changes in our genes and bring that youthful time again. But L'Oréal was unable to prove these claims, stated Rich.

According to the settlement, L'Oréal would not make any such false claims like the products work on increasing the activity of genes to make skin look younger. If they want to use such claims then they should be backed by competent and reliable scientific evidence to prove such declarations.

L'Oréal has carried out national advertising campaigns of the products on all media channels including print, electronic, radio and internet. Even the products had labels of gene altering claims. These advertisements were carried out from February 2009 to April 2013.

The Federal Register for public comment is open until July 30. In September 2012, the U. S. regulators had warned L'Oréal that it has taken its marketing claims a bit too far. The Food and Drug Administration also criticized the marketing claims. Not much effect was seen on its trade as on Monday, it closed at $34.47, up $0.21.