ASA checks whether cosmetics claims scrub up

22 May 2008

The ASA has published the findings of its Cosmetics Advertising Survey 2007.  It reveals that cosmetics advertisements achieved an encouraging 93% rate of compliance with the CAP and BCAP Codes.

The Cosmetics Advertising Survey follows close on the heels of compliance reports on gambling ads and on food and soft drink ads. The Compliance team works to ensure that advertisements comply with the CAP and BCAP Codes and with ASA decisions. One of the team’s objectives is to create a level-playing field for marketers in each sector. It conducts surveys to assess compliance rates, to identify trends and to anticipate subjects of concern that need to be addressed by the ASA or CAP.

During the survey the team examined 445 cosmetics advertisements between July and September 2007. 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 product sectors were skin creams (for face and body), acne treatments, fillers, make-up, perfumes and men’s cosmetics. Of the 445 ads, the team considered that 32 (7%) had breached the Codes. Non-broadcast media accounted for the most breaches, with 28 press ads identified as breaches. Two internet ads and two TV ads seemed to be unacceptable. The product category with the most breaches was skin creams with 24 of 126 ads, 19%, recorded as breaching the Codes.

The main problems identified in the survey included:

• Anti-ageing claims that were not supported by available evidence
• Inadequate evidence to support cumulative or 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

The report reveals encouragingly high levels of compliance with the Codes, although the lower compliance rate for skin cream ads was a concern, especially because, as the main advertisers knew, the cosmetics industry, through its trade association, the Cosmetic, Toiletry & Perfumery Association, had been working on a two year project that was designed to provide greater clarity about Code requirements for cosmetics claims. Continued monitoring of cosmetics ads by the Compliance team, as well as the industry taking forward the work it has started, should help drive up the compliance rate in this sector.

Download the report