ASA News

ASA publishes Cosmetics Advertising Survey

08 May 2008

The Advertising Standards Authority (ASA) has published the findings of its Cosmetics Advertising Survey 2007. It reveals that cosmetics advertisements achieved an encouraging rate of compliance with the Advertising Codes of 93%.

The ASA Compliance team examined 445 cosmetics advertisements across media between July and September 2007. A total of 53 TV ads, 25 radio ads, 12 direct mailings, 93 online ads, four posters and 258 press ads were monitored during the survey. The main focus was on skin creams (for face and body), acne treatments, fillers, make-up, perfumes and men’s cosmetics. Of these 32 (7%) were considered to be in breach of the Codes.

Non-broadcast media accounted for the most breaches with 28 press ads identified as problematic. Two internet ads and two TV ads also appeared to be unacceptable. The product category with the most breaches was skin creams with 24 out of 126 ads, or 19%, recorded as breaching the advertising codes.

The main problems identified in the survey included:

• Anti-ageing claims that were not supported by available evidence

• Inadequate evidence to support cumulative and skin-regenerating claims

• Medicinal claims for products that had not been granted a marketing authorisation by the Medicines and Healthcare products Regulatory Agency (MHRA)

• Unsubstantiated claims that a product could firm, tone and improve elasticity of the skin

• Lack of robust evidence that a treatment could rejuvenate the skin and promote the production of healthy skin

Overall the report reveals high levels of compliance with the Codes, although there were areas of concern, primarily the lower compliance rate for skin cream ads. The survey comes at the end of a two-year joint project with industry that is designed to provide greater clarity about Code requirements for cosmetics claims. Ongoing monitoring of cosmetics ads by the ASA, as well as the industry taking forward the work they have started, will help drive up the compliance rate in this sector.

Commenting on the findings in the report ASA Director General, Christopher Graham says “It is good to see the Health and Beauty sector, where competition is so fierce, working to maintain consumer confidence through truthful advertising. We have identified areas where improvement is still needed. 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.”