The Professional Advertising Regulatory Authority (ARPP), tasked with ensuring advertising is fair, truthful, healthy, and respectful, has revised its guidelines for cosmetic product claims. Effective July 19, 2019, phrases like 'paraben-free,' 'silicone-free,' 'sulphate-free,' and 'perfume-free' will be prohibited. Products will instead highlight beneficial ingredients to promote a positive image of cosmetics, according to the ARPP website.
This change addresses unfair competition from 'without' claims, which can indirectly criticize rival products containing those ingredients. For example, 'paraben-free' sales grew 2.3% in 2017. The ARPP states that ads must avoid denigrating competitors. Starting July 19, 2019, expect more positive claims, encouraging brands to innovate formulations.
