Comestic brands show encouraging compliance with ASA codes

Cosmetic brands achieved an “encouraging” rate of compliance with advertising codes last year, according to the Advertising Standards Authority (ASA). The authority’s Cosmetic Advertising Survey 2007 has reported just 7% of cosmetic ads were in breach of codes between July and September 2007.

Non-broadcast media accounted for the highest number of breaches, with 28 press ads identified to be “problematic”. Skin creams had the highest number of breaches with 19% – 24 out of 126 ads – in breach of codes. Issues identified in the survey included anti-aging claims not supported by available evidence.

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 needed.”

L’Oreal and Rimmel were both given ASA adjudications for mascara ads last year, over accusations that the models appeared to be wearing false eyelashes.

Graham adds: “We will continue to work with the industry bodies to ensure there is a clear understanding of robust evidence required when making cosmetic claims.”

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