The devil is in the details, folks.

After previously taking down the likes of Diesel and Clean & Clear, Britain's Advertising Standards Authority has banned a Nivea TV commercial on the grounds that its claims may be misleading, the Daily Mail reports.

The spot for Nivea Visage Anti-Wrinkle Q10 Plus features a voice-over asserting that the product "helps reduce the appearance of fine lines and wrinkles."

"So it's no surprise that 37 percent of women feel more attractive now than they did 10 years ago," the ad continues.

However, it's that claim that has gotten the skincare brand into hot water, according to the paper.

After a viewer reportedly complained that it was unclear whether 37 percent of women in general felt more attractive or 37 percent of Nivea users did, the ASA ruled that it was misleading.

The 37 percent figure actually comes from a survey sent to Nivea email newsletter subscribers, manufacturers Beiersdorf tell the paper.

And though Beiersdorf maintains that most of the survey respondents would be Nivea users (because they get the newsletter), they reportedly cannot confirm how many use the cream in question.

"The ASA considered that the claim would be understood by consumers to mean that 37 percent of women interviewed felt more attractive because they used the advertised product," a statement from the advertising watchdog reads.

"However, we understood from the survey that respondents had been asked whether they agreed with the statement 'I feel more attractive today than I did 10 years ago' in general terms, rather than in relation to the advertised product or its effects.

"We considered that the ad presented the relationship between the advertised product and the survey results in a way that was ambiguous, and could be confusing for consumers, and we therefore concluded that the ad was misleading.

"The ad must not appear again in its current form."

There you have it!

"We believe good skincare enables a better emotional status, so when 37 percent of women replied that they felt more attractive now, we used the data as it was such a positive message," explained Beiersdorf in a statement.

Nice try, guys. But hey, it's nice to know a good chunk of us are turning back time... in our minds, at least.

Meanwhile, enter to win InStyle's "Ultimate Beauty Secrets."

In related news, studies have shown that successful beauty ads appeal to consumers' confidence rather than their insecurities.