Background

Misleading advertising: Be Hairless breaks the UK advertising rules for promoting laser hair removal on its www.behairless.co.uk website and Facebook page, when in fact the service offered is IPL hair removal (intense pulsed light).

Section 3.3 of the CAP Code states that marketing communications must not mislead the consumer by omitting material information. They must not mislead by hiding material information or presenting it in an unclear, unintelligible, ambiguous or untimely manner.

Material information is information that the consumer needs to make informed decisions in relation to a product. Whether the omission or presentation of material information is likely to mislead the consumer depends on the context, the medium and, if the medium of the marketing communication is constrained by time or space, the measures that the marketer takes to make that information available to the consumer by other means.

Despite repeated requests from the CAP Compliance team, Be Hairless has failed to respond, or indeed amend its website or Facebook page to accurately reflect the service offered, which is not laser hair removal.

Due to Be Hairless’ non-compliance and disregard for the CAP Code, the CAP Compliance team took the decision to place its company details on this section of the ASA website on 17 April 2018.  These details shall remain in place until Be Hairless amends its www.behairless.co.uk website and associated Facebook page to accurately reflect the service it offers, which is IPL and not laser hair removal.


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