Responsible Advertising

Advertising is an important part of the interaction brands have with their consumers.  It conveys information about new products, how they work, who they are for and how best to use them.  It is very important therefore that the consumer is given a clear understanding to make informed choices and decisions in the knowledge that cosmetics manufacturers are acting in a transparent and trustworthy manner.

During 2012, the European cosmetics and personal care association, Cosmetics Europe, and its members launched a ‘Charter and Guiding Principles on responsible advertising and marketing communication’.  Whilst embodying the key principles of advertising – to be legal, decent, honest and truthful - they look in depth at areas that might cause concern such as:  airbrushing, taste and decency, advertising to children, as well as respect for the human being.

In developing the Guiding Principles, Cosmetics Europe has adopted the accepted best practice model for effective advertising self-regulation, as set out in the European Commission 2006report on Self-Regulation in the EU Advertising Sector. Consulting a broad range of stakeholders, Cosmetics Europe took the views of the European institutions, the self-regulatory advertising standards bodies, advertising representative bodies and Non-Governmental Organisations into account in both documents.

The Charter and Guiding Principles set out the benchmark for the responsible advertising of cosmetic products in Europe. Cosmetics Europe is actively promoting these across all European countries, tailoring where necessary to reflect national and cultural expectations.