ASA happier with C&T advertising
Cosmetics advertisements are 93% compliant with advertising codes, according to a report by the Advertising Standards Authority (ASA). Its Cosmetics Advertising Survey 2007 examined 445 adverts across the media between July and September last year, focusing on skin creams, acne treatments, fillers, make-up, perfumes and men’s cosmetics. Of these, 32 were considered to breach codes, with non-broadcast media identified as the most problematic area.
Cosmetics advertisements are 93% compliant with advertising codes, according to a report by the Advertising Standards Authority (ASA). Its Cosmetics Advertising Survey 2007 examined 445 adverts across the media between July and September last year, focusing on skin creams, acne treatments, fillers, make-up, perfumes and men’s cosmetics. Of these, 32 were considered to breach codes, with non-broadcast media identified as the most problematic area.
The main concern highlighted by the report was the lower compliance rate for skin cream adverts; nearly 20% were considered unacceptable. Problems included unsupported anti-ageing and skin-regenerating claims, unsubstantiated claims that a product could improve the skin’s elasticity or rejuvenate the skin, and medicinal claims for products not authorised by the Medicines and Healthcare products Regulatory Agency.
“It is good to see the health and beauty sector, where competition is so fierce, working to maintain consumer confidence through truthful advertising,” commented Christopher Graham, director general, ASA. “The ASA will continue to work with industry and clearance bodies to ensure there is a clear understanding of the robust evidence required when making cosmetic claims.”