Self-regulation in advertising

European Commission strategy relating to cosmetic products manufacturers’ claims represents one of the building blocks of the Regulation EC No 1223/2009 of the European Parliament and of the Council on cosmetic products. Robust and truthful marketing claims do matter not only for consumers but also for market authorities and the very manufacturers.

The European Commission develops criteria applicable to all cosmetic products marketing claims.

Following the Commission strategy, a person responsible for a cosmetic product must ensure that all the marketing claims are:

1. Compliant with the existing law
2. Truthful
3. Evidence-proven
4. Robust
5. Fair
6. Allowing a conscious consumer decision

Until July 2016 the European Commission will present the European Parliament and the Council with a report with an evaluation of market compliance with the above mentioned criteria. Following the report, the Commission will decide whether or not to introduce additional restrictions concerning  marketing claims.  

The whole sector, as well as every single entrepreneur are now going to be in charge of the report findings and the future of the marketing communication claims regime in the European Union cosmetic market. The future of this market requires our full engagement in the application of the Responsible Advertising Principles.

The Polish Union of the Cosmetic Industry has been actively promoting good advertising practices in cosmetics.

2008:

• The Union undertook works on the Regulation EC No 1223/2009/WE
• There was the first seminar for member companies of the Union on “the best marketing claims practices”.

2010:

• The first works by a Working Group on Claims, still active till today

2011:

• A technical guide by the Union was created – “Good Practices of Cosmetics Marketing and Advertising Claims”.
• There was a second seminar on marketing claims

2012:

• The Union signed “The Charter & Guiding Principles for Responsible Advertising”
• There was a third seminar on marketing claims

2015:

• We facilitated a fourth and a fifth editions of the seminar on marketing claims
• For the first time in the Union history the seminar was attended by a numerous representation of regional, as well as local representation of Sanitary Inspectorates and Commercial Inspectorates.
• The Union participated in the development of the Polish part of the EASA report by the Advertising Council. The Union assisted member companies, as well as non-associated entities in their motions to flag marketing claims which raised the Advertising Council concerns.
• Thanks to the engagement of Kosmetyczni.pl, Poland was rated 1st in the audit of 6 European cosmetic markets.

Download:
Przewodnik „Dobre Praktyki Deklaracji Marketingowych i Reklamy Kosmetyków”
Karta Odpowiedzialnej Reklamy i Komunikacji Marketingowej Stowarzyszenia Cosmetics Europe
Przewodnik Kosmetycznych.pl "Dobre Praktyki Reklamy Kosmetyków"