Boots brand banned over misleading organic labelling

Saw some interesting news over on Your Beauty Industry blog yesterday regarding the latest brand to be slapped on the wrist by the Advertising Standards Agency.

Boots brand Little Me Organics has had an advertisement banned after the ASA held up a single complaint that said “claims that the product was ‘organic’ were misleading because they implied it met an independent organic standard”.

While the ASA usually regulates adverts, this particular complaint examines the actual product title, and questions whether products that contain less than 5% organic ingredients should be able to use the word ‘organic’ in their brand name.

As you know, there are no labelling regulations over the terms ‘natural’ and ‘organic’ in the beauty industry, resulting in a situation where countless consumers are duped into buying products they falsely believe to be organic.

While labelling laws will protect such misleading brands, is this a sign that the ASA won’t?

Hopefully this crack down will make the powers that be take a closer look at the injustice of current regulations, and work to bring them more in line with the food industry – where for a product to carry the word ‘organic’ 95% of its ingredients must be organically produced.

What do you think? Is it time the beauty industry got a little more transparent?

Read the full post here.

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