THE WHAT? The UK’s Advertising Standards Authority (ASA) has issued a mixed ruling on La Roche-Posay marketing claims, upholding one complaint related to claim verification.

THE DETAILS  The ASA investigated three claims on La Roche-Posay’s MELA B3 cleanser product page, including statements around a “new mode of action” and being the “No.1 dermatologist recommended brand in the UK.” While the regulator found both claims to be adequately substantiated and not misleading, it upheld a complaint regarding the verifiability of the “No.1” claim. The ASA concluded that although supporting survey data existed, the ad failed to clearly signpost or connect consumers to accessible verification information. As a result, the ad breached CAP Code rules on comparative claims and must not appear in its current form.

THE WHY? The ruling reinforces regulatory expectations around transparency in advertising, particularly the need for clear and accessible substantiation when making comparative or leadership claims.

Source: ASA

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