Beauty products, grooming and hygiene

Helpful information on the advertising rules for beauty, grooming and hygiene products, and examples of previous Advertising Standards Authority rulings in this area.

Over the years, demand for glitzy products and procedures designed to help us look younger, healthier and more beautiful, has created a multi-million pound industry. But this industry is competitive and it is one that plays heavily on aesthetic appeal to promote its products. While there’s nothing wrong with painting a positive picture, there is a line to be drawn to ensure that ads don’t over-exaggerate the benefits that a beauty, grooming or hygiene product can have. That’s why we have strict rules in place to protect consumers from potentially misleading or socially irresponsible ads for beauty products.

The main areas of complaint we see for ads for beauty, grooming and hygiene products are around the use of post-production techniques and whether advertisers can prove the claims they are making.

Like all ads, advertisers marketing beauty, grooming and hygiene products must be able to provide evidence for any claims they are making in their ads about the efficacy of their product. This includes claims like “65% reduction in the appearance of wrinkles”, “8/10 women agreed their skin looked smoother” and “The UK’s number one shampoo for coloured hair.”

Whilst our rules do allow for the use of airbrushing and other post-production techniques, advertisers should make clear that these techniques have been used through the use of superimposed qualifications or disclaimers, and they should not be used to such an extent that they exaggerate the capabilities of the product. Similarly, the use of “before” and “after” pictures are allowed but not if post-production techniques were only used on the “after” picture.

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Latest rulings

TePe Oral Hygiene Products Ltd
- Not Upheld
- Poster
- 10 October 2018
A poster displayed on London Underground trains for TePe, an oral health care product company, seen on 7 April 2018 included text which stated “A TePe can get you to 100% clean … Your toothbrush only cleans up to 60% of your teeth … No wonder 94% of dental hygienists recommend them*”. Small print at the bottom of the a...
Pfizer Consumer Healthcare Ltd
- Upheld
- Magazine
- 03 January 2018
A press ad for a beauty drink supplement, seen in May 2017, stated "Build the foundation for beautiful skin from the inside. Discover NEW IMEDEEN Advanced Beauty Shot, a collagen drink to complete your daily beauty routine. Add one bottle a day to help maintain your skin and to reach your deep dermal layer where c...
Croftscope Ltd t/a BOCA
- Upheld
- National press
- 22 November 2017
An ad for BOCA organic toothpastes was seen in the Raconteur supplement which was included in the Times newspaper on 28 July 2017. The ad featured a black and white image of the body of a naked woman, who was wearing only a pair of strappy heels. The woman in the image was shown reclining in a chair and facing a window...

View all rulings

Beauty products, grooming and hygiene

Helpful information on the advertising rules for beauty, grooming and hygiene products, and examples of previous Advertising Standards Authority rulings in this area.

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