Beauty Store Business magazine - January, 2020

Beauty & The Law: All About the Advertising of Beauty Products

Here’s why ads about beauty products must be truthful, substantiated and non-deceptive.

Beauty products are truly the greatest things since sliced bread. How does one get that message out to consumers? As you would expect, numerous laws govern the content of advertising messages and how those messages are distributed. There is an entire industry engaged in enforcing advertising laws made up of lawyers bringing class-action lawsuits, your competitors, the National Advertising Division of the Council of Better Business Bureaus, the Federal Trade Commission, state agencies and others. Not surprisingly, many beauty companies have had to defend themselves from allegations of deceptive advertising.

BEAUTY PRODUCT-ADVERTISING REQUIREMENTS
Advertising laws generally require that all ads must be truthful and substantiated, and prohibit ads that are deceptive or unfair. The FTC has issued guides explaining what each of these terms mean, and while different laws have different requirements, the FTC’s guides are broadly applicable.

Continue reading this story in Beauty Store Business' November digital edition.

[IMage courtesy of Barry Burns]