We recently blogged about how the legal system protects us from fraudulent cosmetic claims. Using the example of Actifade skin lightener, we explained how the NAD helps keep false advertising under control. (What? You don’t know about the NAD? Then you’d better check out our previous post!)

ASA vs NAD

This story prompted a number of comments and emails. One astute reader named Pam, pointed out that the British equivalent of the NAD is the Advertising Standards Authority, or ASA. Her comment was very timely considering we just received a press release that described an ASA survey of how well products in Great Britain comply with the rules in the UK. (Keep in mind that unlike its US counterpart the ASA only has authority over claims in the media like TV, radio, print and websites. They do not cover claims made on packaging; that task is handed by a different regulatory group.

In their survey, the ASA examined 445 cosmetics advertisements from July through September 2007. They looked at a total of 53 TV ads, 25 radio ads, 12 direct mailings, 93 online ads, 4 posters, and 258 press ads. Their primary focus was on skin creams, acne treatments, makeup up perfumes and men’s cosmetics. About 32 of these or about 7% were found to be in violation of the advertising codes.

They found that most of the problems were with non-broadcast media (non TV or radio ads) and that skin creams were the worst offenders.

Biggest lies

• Anti-aging claims were not supported.
• Skin regeneration claims did not have adequate evidence.
• Medicinal claims were made for products that were not granted the proper authorization by the Medicines and Healthcare Products Regulatory Agency (MHRAA)
• Skin firming and toning claims were not properly supported
• Claims related to products producing healthy skin had inadequate support.

The Beauty Brains bottom line

Overall, the report found that most products met the legal requirements for cosmetic claims, but skin creams did pose a problem. In general, the ASA thought this was a positive move in the right direction compared to what had previously been seen.

Do we have any UK readers out there? Do you think the ASA does a good job of keeping protecting you from false claims? Leave a comment and share your thoughts with the rest of the Beauty Brains community.