Beauty products, grooming and hygiene

Helpful information on the advertising rules for beauty, grooming and hygiene products, and examples of previous Advertising Standards Authority rulings in this area.

Over the years, demand for glitzy products and procedures designed to help us look younger, healthier and more beautiful, has created a multi-million pound industry. But this industry is competitive and it is one that plays heavily on aesthetic appeal to promote its products. While there’s nothing wrong with painting a positive picture, there is a line to be drawn to ensure that ads don’t over-exaggerate the benefits that a beauty, grooming or hygiene product can have. That’s why we have strict rules in place to protect consumers from potentially misleading or socially irresponsible ads for beauty products.

The main areas of complaint we see for ads for beauty, grooming and hygiene products are around the use of post-production techniques and whether advertisers can prove the claims they are making.

Like all ads, advertisers marketing beauty, grooming and hygiene products must be able to provide evidence for any claims they are making in their ads about the efficacy of their product. This includes claims like “65% reduction in the appearance of wrinkles”, “8/10 women agreed their skin looked smoother” and “The UK’s number one shampoo for coloured hair.”

Whilst our rules do allow for the use of airbrushing and other post-production techniques, advertisers should make clear that these techniques have been used through the use of superimposed qualifications or disclaimers, and they should not be used to such an extent that they exaggerate the capabilities of the product. Similarly, the use of “before” and “after” pictures are allowed but not if post-production techniques were only used on the “after” picture.

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Latest rulings

Indigo Sun Retail Ltd t/a Indigo Sun
- Upheld
- Website (own site)
- 17 September 2025
A website for a sunbed tanning salon company made misleading and irresponsible claims about the health benefits that could be obtained from the use of sunbeds.
L'Oréal (UK) Ltd t/a La Roche – Posay
- Upheld in part
- Internet (classified)
- 17 September 2025
A product listing on the La Roche Posay website didn’t provide sufficient information to allow consumers to verify comparisons with identifiable competitors. We also investigated whether the ad made unsubstantiated claims but didn’t find it to be in breach of the rules.
Colgate-Palmolive (UK) Ltd t/a Colgate Palmolive (UK) Ltd
- Upheld
- 20 August 2025
A TV ad for Sanex shower gel seen in June 2025. The ad included a voiceover that stated, "To those who might scratch day and night. To those whose skin will feel dried out even by water" alongside scenes of a black woman with red scratch marks and another covered with a cracked clay-like material. The ad then stated, "...
Cheeky Baby Products Ltd
- Upheld
- Website (own site)
- 06 August 2025
A blog post misleadingly implied that reusable nappies could help earlier toilet training.

View all rulings

Beauty products, grooming and hygiene

Helpful information on the advertising rules for beauty, grooming and hygiene products, and examples of previous Advertising Standards Authority rulings in this area.

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Latest rulings

Indigo Sun Retail Ltd t/a Indigo Sun

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Help getting it right

Popular advice

Multi-Level Marketing

Before and after photos

Beauty and Cosmetics: The use of production techniques

Relevant codes

History of self-regulation