Anti-ageing: General

Summary:

Rule 3.7 requires marketers to hold documentary evidence for their claims before submitting marcoms for publication.  Rule 12.1 echoes that requirement and states that substantiation will be assessed on the basis of the available scientific knowledge. Although it states that marketers should provide trials conducted on people only “if relevant”, CAP’s experience is that efficacy claims for anti-ageing products need to be supported by tests on people. In-vitro trials have frequently been dismissed as inadequate (Avon Cosmetics Ltd, 17 January 2007, and Clarins (UK) Ltd, 15 August 2007).

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