Shampoo, shower gel or face cream: there are many cosmetics. In order to win over customers, many manufacturers print advertising statements on their products – so-called claims. Depending on the statement, they put the product in a special light, making it appear more natural, healthier or particularly environmentally friendly. Statements relating to animal welfare are also popular. Some manufacturers state that the product does not contain any animal ingredients (“vegan”) or has not been tested on animals (“no animal testing”).
Alone: In some cases, the buyer cannot see how strictly the respective claim was actually checked. Also, some advertising claims may be misleading. An example: Products with the note “hypoallergenic” do not contain any substances that are known to often lead to allergies. However, the product can still trigger an allergy – there is no such thing as 100% certainty.
The inspectors from Stiftung Warentest regularly examine cosmetics, also with regard to questionable advertising claims. the testers have put together an overview of known claims that can often be found on toothpaste tubes, shampoo bottles and face creams. Warentest explains why the claims should be viewed critically. Misleading advertising statements are also presented. The photo series above presents a selection.
EU regulation on cosmetic claims leaves a lot of leeway
Cosmetic claims are regulated. It has been in effect since 2013. According to this, the advertising statements must be “clear and understandable” for the average end consumer and enable a “well-founded purchase decision”. The information must also be verifiable. If a manufacturer uses the slogan “clinically tested”, for example, they must be able to present at least one clinical study on the product.
Stiftung Warentest criticizes that tests of this type are not uniformly regulated. It is not clear to the consumer whether the product was tested on ten or 1,000 people. The cosmetics suppliers should also be able to formulate comparatively freely.
The situation is different in the food sector: health-related advertising claims must be “scientifically proven and approved by the European Food Safety Authority (EFSA).”
Source From: Stern
