Within the beauty and cosmetics sector, information and advertising campaigns relating to the various products play a primary role, as they are fundamental for building (and, at a later stage, consolidating) consumer trust. This importance has been acquired above all as a result of the expansion of the market through the phenomenon of social media and the growing attention of consumers to goods produced using so-called green or organic components and, above all, cruelty-free products, i.e. products for the realization of which no tests on animals have been carried out. Moreover, these elements not only have an impact on the formulation of advertising claims, as they aim to convey the identity, values and ethics of the brand - rather than promising miraculous effects through their use - but also significantly influence production requirements. Yet, when large manufacturers promote certain specific features of their products, such as sustainability and absence of animal testing, certain risks arise: the claim must be truthful and based on rigorous scientific testing, the entire supply chain must be taken into account to verify whether the claim is misleading, and the absence of animal testing cannot be presented as an added value at the European level, as it is a requirement by law. After all, the cosmetics industry is a highly innovative sector and large companies need to reflect that in their advertising. However, attention must be paid to certain pitfalls: for example, it is necessary to prevent advertising from creating the impression that a cosmetic product has curative effects or effects that transcend the real characteristics and performance of its composition. And, indeed, although the cosmetics industry tends to have a generally responsible approach to claims and advertising in general, there are still some caveats that need to be carefully considered and some limits that should not be crossed.

2. It is preferable to use nuanced wording, presenting the product as meant to
'encourage’, 'contribute to' or 'facilitate' the achievement of the result
It is preferable to associate the term ‘effect’ with the goal of the product and
not to present it as an objective and certain result (e.g. slimming effect)
The results of scientific tests shall be cited with accuracy and displayed in a
clear and readable font
Explain clearly the nature of the tests conducted (e.g. self-assessment or in
vivo instrumental test)
Efficacy Claims

3. Proof of the effectiveness of the product shall involve the final product, not
a single component
Use only claims that can be proven
Extreme caution when using comparative images (before/after) as they do
not reflect the variability of individual response
Efficacy Claims

4. Efficacy Claims
Avoid claims that associate a cosmetic product with activities/results that
the product cannot cause (e.g. do not imply that the product causes
weight loss)
Do not use expressions implying a 100% efficacy (e.g. ‘100% protection’,
‘Total shield’, ‘100% wrinkles reduction’)
Do not use expressions such as ‘revolutionary’
Avoid conveying the message that the product has quick and certain
effects
Do not use of too many asterisks next to claims

5. Fine to use the Leaping Bunny Logo if the certification has been granted to
the company
If the certification has not been granted, avoid using unofficial or invented
bunny logos, as well as logos or symbols that have a national reach only (e.g.
'Not tested on animals' bunny, Australia-based only)
No boasting about the absence of animal testing if required by law
Avoid expressions such as 'cruelty-free', if not supported by scientific evidence:
although cosmetics cannot be tested on animals as per EU Regulation
1223/2009, such expression shall not be used if a single substance and/or raw
material was tested on animals
Animal testing and natural products

6. Animal testing and natural products
Avoid expressions such ‘natural’ and ‘vegan’ if not supported by scientific
evidence
No generic claims as ‘sustainable’ if it is not clear which aspect of the
advertised product positively impacts the environment
Avoid associating the presence of natural substances with the concept of
safety

7. Convey a level of efficacy that is compatible with that of a cosmetic product
Clearly explain that the product’s main purpose is to clean/perfume/improve
the aesthetic appearance of the surfaces of the human body
When clinical tests are cited, verify their reliability and accuracy:
e.g. the questionnaire shall concern the effectiveness and not
only the pleasantness of the product
e.g. the questions shall be consistent with the self-assessment
(e.g. brightness, hydration, wrinkle reduction, etc.)
Ambiguities with medical
products

8. Do not use expressions such as ‘sold only on pharmacy’ or images of people in
white coats to reassure the customer and suggest that the product has a
scientific-pharmaceutical nature
Avoid references to medical treatments (e.g. ‘micro botox injections’)
Do not use expressions that are generally associated with medical treatments
(e.g. ‘no contraindications’)
Avoid exaggerations (e.g. ‘Found the secret for eternal youth’)
Do not show pictures of people completely recovered if the product causes
only improvements
Do not make improper reference to pathological conditions, for which
cosmetic products cannot claim any specific action.
Ambiguities with medical
products