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the personal care association, Table of contents, Foreword 1. Charter on responsible advertising and marketing communication 2. Guiding principles on responsible advertising and, marketing communication 3. 1 Introduction 3, 1 1 Regulatory framework 3, 1 2 Definition 3. 1 3 Scope of application 4, 1 4 Participatory guiding principles drafting 4. 1 5 Implementation and enforcement 4, 1 6 Reporting compliance monitoring and review 4.
2 Guiding principles 5, 2 1 Advertising sincerity 5. 2 1 1 Product claims substantiation 5, 2 1 2 Image honesty 5. 2 1 3 Testimonials and specialist recommendations 6. 2 1 3 1 General provisions 6, 2 1 3 2 Testimonials 6. 2 1 3 3 Specialist recommendations 6, 2 1 4 Environmental aspects in advertising 6. 2 1 4 1 General presentation 6, 2 1 4 2 Use of symbols suggestion of third party certification 6.
2 1 4 3 Accuracy and relevance of the environmental claim 7. 2 1 4 4 Substantiation 7, 2 2 Social responsibility 7. 2 2 1 General principles 7, 2 2 2 Specific principles 7. 2 2 2 1 Respect for the human being 7 8, 2 2 2 2 Vulnerable populations children 8. Acknowledgments 9, COSMETICS EUROPE guiding principles ON RESPONSIBLE ADVERTISING AND MARKETING COMMUNICATION. the personal care association, The European cosmetics industry has always been committed to the highest standards when dealing with.
consumers as well as when producing cosmetics and personal care products Cosmetics Europe has. been working proactively to promote best practice in cosmetics advertising This responds to consumer. concerns about any adverse impact cosmetics advertising may have on individuals and society as a whole. The European cosmetics industry has opted for a self regulatory approach to cosmetics advertising. Complementing the European Commission s list of common criteria for cosmetics claims the industry. adopted in June 2012 guiding principles designed to avoid misleading advertising A Charter setting out. the overall standards accompanies the principles This set of documents acts as a baseline for cosmetics. advertising in Europe, The guiding principles demonstrate the industry s commitment to standards of responsibility whilst. balancing and reflecting the views of the various stakeholders involved in the drafting process These. include representatives from the advertising industry the European institutions the self regulatory network. and NGOs Their important contribution has defined the challenges to be addressed and how this should. be achieved, This commitment is only the first step The cosmetics industry is keen to make this initiative come to life. reflecting societal trends and expectations in its advertising After all earning and maintaining consumer. trust in cosmetic and personal care products is a key driver for the sector s activities Upholding strong. values is an important part of this shown by the guiding principles and Charter on self regulation in. advertising, Bertil Heerink Lo c Armand, Cosmetics Europe Director General Chairman of Cosmetics Europe s Strategic. Project Team Self Regulation on Advertising, COSMETICS EUROPE guiding principles ON RESPONSIBLE ADVERTISING AND MARKETING COMMUNICATION 1. the personal care association, ON RESPONSIBLE ADVERTISING AND MARKETING COMMUNICATION.
The European cosmetics industry recognises the importance trade and brings benefits to both consumers and economic. of responsible advertising and marketing communication as operators The industry will also continue to co operate. essential means of informing consumers about characteristics with public authorities and self regulatory organisations at. and qualities of their cosmetic products In particular the European and national level. cosmetics industry commits through this Charter to ensure. that its advertising and marketing communication shall Advertising which is sincere truthful and not. misleading, Comply with the relevant European and national legal and The European cosmetics industry commits to ensuring that. self regulatory frameworks its advertising and marketing communication will be sincere. Be sincere truthful and not misleading and truthful delivering accurate and honest information to. Allow consumers to make informed choices consumers Claims for products will be true and substantiated. Act in a socially responsible manner In particular environment related claims will be addressed. with particular care Members will neither unduly criticise nor. The purpose of this charter is to set out the cosmetics denigrate competitor products. industry s common ground on responsible cosmetics, advertising and marketing communication in Europe Informed Choices. The European cosmetics industry commits to providing. This charter is endorsed by Cosmetics Europe members consumers with advertising and marketing communication. as a fair and honest representation of their commitment that will allow them to make informed choices and buy. Cosmetics Europe members actively encourage respecting those products that best suit their needs and expectations. its principles Advertising and marketing communications should not exploit. credulity lack of knowledge or inexperience whilst remaining. The charter is completed by a framework including the varied innovative entertaining and aspirational. European Commission list of common criteria and the. Cosmetics Europe self regulation guiding principles on Social Responsibility. responsible advertising and marketing communication The European cosmetics industry commits to respecting. society s evolving values towards social responsibility and to. Complying with the relevant European and recognising the variety of cultures and standards Advertising. national legal and self regulatory frameworks and marketing communication should meet taste and. The European cosmetics industry commits to fully abide by decency principles and pay special attention to the respect. relevant regulations directives laws and codes of practice of human beings and vulnerable consumers. Such legal and self regulatory framework allows responsible. Facts about, Cosmetics Europe The Personal Care Association has been the voice of Europe s EUR 70 billion cosmetic toiletry and. perfumery industry since 1962 Cosmetics Europe membership includes 19 international companies 27 national associations. of the EU Member States and beyond and 4 associated members. Cosmetics Europe represented the interests of more than 2000 companies ranging from major international cosmetics. manufacturers to small family run businesses operating in niche markets Direct and indirect employment in the European. cosmetics industry is approximately 1 7 million, COSMETICS EUROPE guiding principles ON RESPONSIBLE ADVERTISING AND MARKETING COMMUNICATION 2. the personal care association, Guiding principles, on responsible advertising and marketing communication.
These guidelines translate the principles to which the European cosmetics industry commits in. the charter on responsible advertising and marketing communication into concrete provisions. This document is a framework specific to cosmetic products that consolidates existing principles. and best practices setting out common ground on cosmetics advertising and marketing. communication in Europe, Introduction, 1 1 Regulatory framework. These guiding principles abide by relevant provisions b Cosmetic products claims refer to text names trade. included in marks pictures and figurative or other signs used in. the labelling marketing and advertising of cosmetic. a Directive 2005 29 EC on Unfair Commercial Practices products Article 20 of the Cosmetic Regulation. b Directive 2006 114 EC on Misleading and Comparative c The term advertising or advertisement means any. Advertising form of marketing communications carried by any. media usually in return for payment or other valuable. Article 20 of the Regulation EC 1223 2009 on consideration Consolidated ICC Code This includes. cosmetic products hereafter named Cosmetic digital marketing communication. Regulation which states that products claims should. not be used to imply that cosmetic products have d The term marketing communications includes. characteristics or functions which they do not have advertising as well as other techniques such as. and that calls for the setting up of common criteria for promotions sponsorships and direct marketing. all types of claims Such criteria are being developed and should be interpreted broadly to mean any. by the European Commission in co operation with communications produced directly by or on behalf of. EU Member States and relevant stakeholders marketers intended primarily to promote products or to. influence consumer behavior Consolidated ICC Code, d The Consolidated ICC Code of Advertising and. Marketing Communication Practice e Misleading advertising means any advertising which. in any way including its presentation deceives or is. 1 2 Definitions likely to deceive the persons to whom it is addressed or. whom it reaches and which by reason of its deceptive. For the purposes of these guiding principles nature is likely to affect their economic behaviour or. a The term cosmetic product means any substance which for those reasons injures or is likely to injure a. or mixture intended to be placed in contact with the competitor Directive2006 114 EC. external parts of the human body epidermis hair, system nails lips and external genital organs or with f The term average consumer means any person who. the teeth and the mucous membranes of the oral cavity is reasonably well informed and reasonably observant. with a view exclusively or mainly to cleaning them and circumspect taking into account social cultural and. perfuming them changing their appearance protecting linguistic factors Recital 18 Directive 2005 29 EC. them keeping them in good condition or correcting, body odours Article 2 of the Cosmetic Regulation. COSMETICS EUROPE guiding principles ON RESPONSIBLE ADVERTISING AND MARKETING COMMUNICATION 3. the personal care association, Guiding principles, on responsible advertising and marketing communication.
1 3 Scope of application 1 6 Reporting compliance monitoring. and review, The guiding principles aim to lay down the common ground. for responsible advertising of cosmetic products across Cosmetics Europe commits to report regularly and publicly. Europe However as with all self regulatory provisions they on progress in terms of having these guiding principles. may need to be tailored to reflect local conditions across shared with national SROs Cosmetics Europe will also. Member States in order to be effective and credible endeavour to ensure that compliance with the provisions of. these guiding principles by its members is monitored regularly. In practice this means that national rules while meeting a in a transparent participative and accountable manner. common pan European baseline can go beyond these On the basis of progress in implementing the guiding. guiding principles if appropriate principles compliance data ongoing dialogue with relevant. stakeholders etc Cosmetics Europe commits to regularly. 1 4 Participatory guiding principles drafting review the guiding principles This is in order to ensure they. continue to reflect societal trends and expectations and to. Reflecting the accepted best practice model for effective amend them as necessary. advertising self regulation1 Cosmetics Europe has, consulted a range of stakeholders in drawing up these. guiding principles, 1 5 Implementation and enforcement. All Cosmetics Europe members commit to implement and. uphold in letter and in spirit these guiding principles In. order to ensure maximum effectiveness and reflecting. the accepted European best practice model national. cosmetics association members of Cosmetics Europe, are encouraged to cooperate with their respective Self. Regulatory Organisations SROs in the most appropriate. manner with a view to having these principles adopted at. national level, In countries where for that purpose a SRO adopts specific.
national guidelines SROs are responsible for adjudicating. on complaints from both competitors and consumers and. help ensure that any cases of non compliance with such. guidelines are rectified In this case SROs are also able. to apply their existing sanctions in cases of persistent and. repeated breaches, 1 Cf European Commission 2006 report on Self Regulation. in the EU Advertising Sector, COSMETICS EUROPE guiding principles ON RESPONSIBLE ADVERTISING AND MARKETING COMMUNICATION 4. the personal care association, Guiding principles, on responsible advertising and marketing communication. Guiding principles, 2 1 Advertising sincerity 2 1 2 Image honesty. The European cosmetics industry commits to provide Digital techniques may be used to enhance the beauty of. sincere advertising and marketing communication that do images to convey brand personality and positioning or any. not mislead and misinform the consumer about products specific product benefit. characteristics Sincerity is the basic and essential part of. a responsible approach to the advertising of all products However the use of pre and post production techniques. such as styling re touching lash inserts hair extensions. 2 1 1 Product claims substantiation etc should abide by the following principles. a The advertiser should ensure that the illustration. These guidelines translate the principles to which the European cosmetics industry commits in the charter on responsible advertising and marketing communication into concrete provisions This document is a framework specific to cosmetic products that consolidates existing principles and best practices setting out common ground on cosmetics advertising and marketing communication in Europe

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