Guidelines for cosmetic advertisements

I came across the guidelines for cosmetic advertisements and felt this would be brilliant for the message within my design and campaign. It was really interesting to find the way you word something, so important, the difference between something being acceptable and unacceptable.


http://www.hc-sc.gc.ca/cps-spc/pubs/indust/cosmet/index-eng.php

http://fashionista.com/2011/04/the-uk-releases-new-guidelines-to-prevent-misleading-cosmetics-ads/

http://www.tga.gov.au/archive/cosmetic-claims-guidelines.htm

Subject	Column A Acceptable wording for a cosmetic	Column B Unacceptable wording for a cosmetic claim unless sufficiently modified to provide a cosmetic implication	Column C Unacceptable wording for a cosmetic (but not necessarily acceptable for a drug)
Active ingredient	cosmetic active ingredient		medicinal (therapeutic) ingredient
Ageing, anti-wrinkle	cover up (hide) age spots (blemishes, dark pigmented areas) feel (look) younger (youthful) helps prevent (reduce, slow) the signs (appearance) of ageing (age lines, premature ageing) moisturise ageing skin smooths wrinkles	temporarily reduces depth of wrinkles by moisturisation anti-ageing (anti-wrinkle)	any references to fading age spots (depigmentation, bleaching of the skin) eliminates (prevents, stops, reduces, slows, reverses) ageing (wrinkles, premature ageing, ageing process)
Astringent	refreshes1 (warms, cools, tightens, tones) skin 1 Usually contains alcohol or equivalent	energizes (stimulates, invigorates) skin2 2 Cosmetic sense of astringent by means of physical surface effect (eg. aftershave lotion).	decongests skin removes toxins stimulates circulation
Bio, biological		bio (biological)	action (mechanism) due to biological/ physiological activity bio-active (-cellular) biological performance (function) growth (repair) (metabolism) (structural change)
Comedomes, acne, pimples, blackheads	cleaner for acne-prone skin cover (hide) comedones (acne, blemishes) removes oil		prevent (stop) (heal) comedones (pimples) (acne) (blemishes)
Contour creams3 3 See also - Astringent, Skin			any reference to treatment (reduction) of cellulite (orange peel skin) enhances (smoothes) (contours) your silhouette lose inches, removes fat reduces (controls) puffiness (swelling) (oedema) restructures skin slimming tighten (firm) sagging skin (eyelids) (chin) (muscles)
Dentifrice NB: In terms of Section 7 of the Therapeutic Goods Act 1989, toothpastes are declared to be 'not therapeutic goods' providing: the product is not subject to poisons schedules; it contains 1000mg/kg or less or nil of fluoride ion; and claims are restricted to oral hygiene or the use of fluoride to help prevent tooth decay.	cleans (whitens, brightens polishes) teeth removes stains prevent (reduce) plaque (tartar) build-up (deposit) by brushing (other mechanical means) helps maintain healthy teeth and gums tooth decay - fluoride protects against, reduces cavities		any implication of effect below the gumline references to abscess, antiseptic action, gumboil, gingivitis, inflammation of gums, mouth ulcers, periodontitis, pyorrhoea, periodontal disease, sensitivity, stomatitis, thrush
Deodorant	absorbent that helps keep you dry anti-odorant (deodorant) fights bad odour kills odour-causing bacteria	helps keep you dry	antiperspirant4 controls moisture (sweat) (perspiration) 4 Antiperspirants are regulated as therapeutic goods
Hair	removes (washes) (cleans) loose dandruff (flakes) from the hair add body to (colour) (alter shape of) hair help make hair look thicker (fuller) revitalise appearance (look) of hair, restore beauty (lustre) (sheen) to the hair promote lustre	makes your hair stronger	control (eliminate) dandruff dandruff (anti-dandruff) shampoo (formula) alopecia prevent (stop) (cure) hair loss, hair thinning (baldness) replace thinning hair restore hair cells stimulate hair follicles (growth)
Healthy	healthy5 looking (healthy glowing) appearance feels healthy5 5 "Healthy" in the sense of "clean."		healthy (healthy tan) promotes (restores) health
Mouthwash	fight (reduce) (end) bad breath (mouth odours) helps eliminate (kill) odour -causing bacteria (bacteria that cause bad breath)	references to plaque or tartar (see under Dentrifrice)	antiseptic (antiviral) germicide kills pathogens (germs) (odour-causing germs) antibacterial (antimicrobial)
Nails	repair fingernails	reference to growth resulting from protection of fingernails (eg. by a nail hardener)	reference to growth resulting from nourishing fingernails
Nourish		nurture (take care of)	nourish (in the sense of promoting growth) (skin) (hair) (fingernails) (tissue)
Perfumes (fragrances, colognes, toilet water)			any implication of hormonal attraction reference to relieving stress or improving physical well-being (ie. health)
Relax	relax (moisturise) skin (taut skin)	reference to relaxing the body (unless this is in the sense of bath oil in a warm bath)	relax muscles reference to stress
Repair	repair beauty (appearance)
Respiration	reference to non-clogging, letting skin breathe		cellular respiratory factor promotes skin respiration
Revitalise	moisturise the skin so that complexion looks radiant revitalise the appearance (the look) of skin, hair, scalp, face	revitalise (skin) (scalp) (hair)	rejuvenate, revitalise living tissue (eg. hair follicles), living cells
Skin - (Cleansers, Soap)	helps eliminate odour caused by bacteria cleanse oily skin · removes top layer of dead skin cleans all types of skin (not just oily) cleans skin clarify, purity	purify	antibacterial (antimicrobial) antiseptic / disinfectant (fungicide) (germicide) (virucide) reference to disease-causing organisms, kills pathogens anti-blemish cream cleans cuts (wounds) helps control (treat) infection (jock itch)
Skin - (Facial Peels)	facial scrub smooths (retextures) skin removes top layer of dead skin	keratolytic	remove (reduce) scars (permanent markings)
Skin - (Moisturisers)	moisten (hydrate) (lubricate) (soften) skin dried (chapped) by the elements long lasting protection promotes elasticity (suppleness) cools skin desensitize razor-burned skin (eg. aftershave lotion) prevent (protect) skin (dry skin) (lips) chapped (dried) against the abuse of the elements (solvents)6 relieves (soothes)(softens) skin (dry skin) (lips) chapped (dried) by wind (cold) (elements) soothes skin, makes skin feel fresher, smoother firms top layer of skin (temporary effect only) 6 Barrier creams, for example	chapped skin feel (look) young (youthful) desensitize (makes less sensitive) reduce (prevent) irritation prevent (protect) damage (drying) relieves (soothes) itching (due to dry skin) soothing agent7 7 Soothes wind-burned skin, for example	reference to numbing (pain) (analgesic effect) relieves (soothes) abrasions (bites) (insect bites) (cuts) (nicks) (irritated skin) (inflamed skin) (rashes)
Sun, suntan products, aftersun treatments, sun protection, tanning accelerators NB: Primary sunscreens and secondary sunscreens which state an SPF number, category description or other therapeutic use are regulated as therapeutic goods.Secondary sunscreens with no claimed SPF number, category description or other therapeutic use may be marketed as cosmetics.9	gives skin a bronze (suntanned) colour (appearance) (i.e. dyes)8 prevents (protects) against drying effects of the sun moisturiser-type claims for after-sun moisturising creams (e.g. soothes [moisturises] skin after tanning) "...with sunscreen" - only acceptable for a cosmetic if there is no statement of SPF number, sunscreen 'category description' (Aust Std) or other therapeutic use.9	reference to achieving your darkest tan with less time in the sun tan enhancer (magnifier)	helps protect (prevent) the skin against burning (harmful effects of UVrays) (sunburn) (photoageing) SPF number or sunscreen category description (Aust Std)9 accelerates (speeds up) (activates) suntan pre-tan (tanning) accelerator reference to allowing you to stay out in the sun x times longer screens (blocks) (filters) out some of the sun's UV (UVA/UVB/UVC) (harmful) rays
8 Dyes, some barrier creams, self tanners, sunless tanners for example. (This type of product should include a warning that it does not provide sun protection.) 9 The two exceptions to this are tinted facial make-up products (other than moisturisers) and preparations for application to the lips which are tinted and unmedicated ie. these products may state the actual sun protection factor & equivalent category description.