New ARPP code tightens rules on natural and organic cosmetics ads
The ARPP (Autorité de regulation professionnelle de la publicité), the non-government organisation that regulates advertising in France, has validated a new set of rules for cosmetics. The Code of cosmetics ARPP, previously known as Health and Beauty, has been updated in response to changes in advertising discourse in light of developments in both marketing and science, according to the ARPP.
The ARPP (Autorité de regulation professionnelle de la publicité), the non-government organisation that regulates advertising in France, has validated a new set of rules for cosmetics. The Code of cosmetics ARPP, previously known as Health and Beauty, has been updated in response to changes in advertising discourse in light of developments in both marketing and science, according to the ARPP.
The new code introduces several key points, specifically with regard to the numerical presentation of product performance, the use of terms such as ‘without’ or ‘free from’ and claims that a product is natural or organic.
Phrases like “without parabens” or “phthalate free” should be avoided as they could encourage consumer suspicion towards certain substances. The advertising of natural and organic products will also have to undergo radical change. A cosmetic product can only be described as natural if the complete product contains a minimum of 95% ingredients that are either natural or of natural origin. Meanwhile, a product can only be described as organic if 100% of its ingredients are derived from certified organic farming, if it has been certified organic by a certification body or if it can be proved that it was made according to a specification equivalent to those of acknowledged certification bodies.
The new rules will come into effect 1 March 2010 and will cover all forms of media.