L’Oréal, the huge cosmetics company, would rather settle than have a legal black mark on it’s name for not telling the truth in their advertising.
http://www.ftc.gov/news-events/press-releases/2014/06/loreal-settles-ftc-charges-alleging-deceptive-advertising-anti

L’Oréal is prohibited from making claims “unless the company has competent and reliable scientific evidence substantiating such claims” but that’s ok because “This order will terminate twenty (20) years from the date of its issuance” (1) anyway.

It doesn’t look like they were fined, so what would be the best way to add some sting to this judgement? at the very least they should be ordered to give a televised public apology. Corporations this big laugh at fines but when was the last time you saw or heard one say “we’re sorry we lied to you”?
They don’t like bad publicity and the accompanying bad name, it spreads fast, especially through social media, which is where you’re reading this message…

(1) http://www.ftc.gov/system/files/documents/cases/140627lorealorder.pdf