Instagram favourite Hairburst told to remove “unauthorised” claims by advertising watchdog

By Becky Bargh | 16-Aug-2019

The brand has tapped Love Island contestants and beauty influencers alike to feature in its marketing campaigns

The Advertising Standards Authority (ASA) has upheld a complaint made against hair growth supplement brand Hairburst.

The concerns were raised with its Volume & Growth Elixir, Shampoo & Conditioner For Longer Stronger Hair, Lash & Brow Enhancing Serum, Healthy Hair Vitamins, Womens 35+ Hair Vitamins and Hair Vitamins For Men products, which were advertised on its website.

Each of the products concerned were marketed for their hair benefitting properties, including improving hair strength, elasticity, strength and overall hair health.

The complainant challenged its efficacy claims and that the product names could be “misleading”.

In its defence, Hairburst explained its products contained active ingredients which are known to stimulate hair growth, reduce hair loss and improve hair strength.

Meanwhile, concerns were also raised that its food supplement vitamins were subject to Regulation No 1924/2006.

Image via Instagram @hairburst

Image via Instagram @hairburst

In response, it said the product’s blend of ingredients had authorised claims “contributes to the maintenance of normal hair”, “necessary for healthy teeth bones, hair, skin and nails,” and “helps in the maintenance of normal keratin levels in hair, skin and nails”.

However, the ASA considered consumers would understand these claims to mean its products were able to promote hair growth, reduce hair loss, make hair appear thicker and help hair grow faster.

It also said its supplements ingredients were not authorised on the EU Register and “could not be used in advertising.”

It said: “The claims must not appear again in their current form.

“We told them not to use unauthorised health claims for food or food supplements, and, when using authorised health claims, to ensure that they accurately reflected the wording of the authorised claim.”

The brand is popular among millennial and Gen Z consumers, with more than 850,000 followers on its Instagram page.

It has also tapped influencer figures Montana Brown, Natasha Sandhu and Vicky Pattison to feature in its marketing campaigns.

To find the latest claims substatiation requirements and how to ensure that your brand remains compliant, register to attend the 2019 Cosmetics Business Regulatory Summit today.

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