ASA, the UK’s ad watchdog, challenges Unilever’s claim that its product – Baby Dove can nourish a baby’s skin microbiome. It said that the advertisement was misleading and had no validation. In response to it, Unilever stated that the ad did not suggest that the product can diagnose, treat or prevent the disease. It only highlighted that the product could help protect the skin and its microbiome, which are both possible with cosmetic products. The main bone of contention was the usage of the word “nourish” in the ad, which Unilever countered, stating that the word was used in context with having nourishing ingredients that help in moisturising the skin and thereby supporting it.