The Professional Advertising Regulatory Authority (ARPP), tasked with ensuring advertising is fair, truthful, healthy, and respectful, has revised its guidelines for cosmetic claims. Effective July 19, 2019, phrases such as "paraben-free," "silicone-free," "sulphate-free," and "perfume-free" will no longer appear on product labels. Instead, emphasis will shift to ingredients products do contain, helping build a positive image for cosmetics, as outlined on the ARPP website.
This update addresses unfair competition driven by "without" claims, which can subtly undermine rival products. For example, "paraben-free" product sales grew 2.3% in 2017. The ARPP stresses that ads must avoid denigrating competitors. From July 19, 2019, look for more uplifting claims that may even encourage brands to refine their formulations.
