Watchdog sides with Space NK over suncream email complaint

9-Nov-2016

A complaint was lodged with UK advertising watchdog ASA over the inclusion of two Institut Esthederm products on a marketing email about suncream

UK watchdog the Advertising Standards Authority has backed prestige beauty retailer Space.NK.apothecary, after a complaint was lodged concerning one of its marketing emails.

The email, with the subject line: ‘Which suncream suits you best?’, listed a number of products with brief descriptions, including two Institut Esthederm products Bronz Repair and Adaptasun Protective Body Lotion.

A complainant contacted the ASA stating that the two products displayed no SPF or UVA ratings and challenged whether the descriptions were misleading by implying that they did offer UV protection and could be substantiated.

Space NK provided evidence from the manufacturer of Institut Esthederm, which confirmed the absence of any indication of the product’s SPF, however, the products were compliant in terms of protection and the information given to consumers. Institut Esthederm expressed that all of its sunscreens offer UVA and UVB protection.

Upon the ASA’s investigation, both products were found to have been tested at nationally or internationally reconised standards. The tests confirmed that the skus provided protection against UVB, with Bronz Repair also giving protection against UVA radiation.

Therefore, the ASA did not consider the email to be in breach of advertising codes and did not uphold the complaint.