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Cosmetic Advertising

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  • November 2012
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Compliance
Report
Cosmetics Advertising Survey 2007

Contents

1.

Summary

2.

Introduction
2.1
2.2
2.3
2.4
2.5

3.

Methodology
3.1
3.2

4.

Background
BCAP Television Code Rules
BCAP Radio Code Rules
CAP non-broadcast Code Rules
2007 Cosmetics Survey Objectives

Sample Method
Cosmetics categories

Findings
4.1
4.2
4.3
4.4
4.5
4.6

Compliance rate
Breaches by product category
Breaches by media type
Men’s cosmetics
ASA Investigations
Breaches identified by the Compliance team

5.

Conclusion

6.

Pre-publication Advice

7.

Appendices
1 CAP Help Note on Health, Beauty and Slimming Claims
2 L’Oreal Adjudication, 25 July 2007
3 Rimmel Adjudication, 3 October 2007

1. Summary
The Compliance team last surveyed cosmetics advertising in its Health and Beauty survey published in January 2006. It covered a wide range of categories including skin creams, hair loss treatments, alternative therapies, health supplements and slimming products. The compliance rate was 93%. In 2007, we decided to conduct another survey, this time focusing more on skin products. This survey included ads for skin creams (for the face and body), acne treatments, fillers, make-up, perfume and men’s cosmetics. The Compliance team examined 445 unique cosmetics advertisements that appeared between 12 July and 12 September 2007. The team assessed TV and radio ads, direct mailings, online ads, posters and press ads. The team recorded breaches only when the nature of the breach was obvious. The team did not assess television sponsorship credits; they are regulated by the Office of Communications (Ofcom).

32 advertisements (7%) breached the Codes – a compliance rate of 93%. Of the 32 ads that breached the Codes, the ASA investigated three after receiving complaints and found all three to be unacceptable. Another three had been independently dealt with by the Compliance team; they appeared among the surveyed ads because the advertisers...

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