Cosmetics Advertising Survey 2007
BCAP Television Code Rules
BCAP Radio Code Rules
CAP non-broadcast Code Rules
2007 Cosmetics Survey Objectives
Breaches by product category
Breaches by media type
Breaches identified by the Compliance team
1 CAP Help Note on Health, Beauty and Slimming Claims
2 L’Oreal Adjudication, 25 July 2007
3 Rimmel Adjudication, 3 October 2007
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... [continues]
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