Infographic – Do’s and Don’ts on advertising of cosmetics in Italy

We give guidance in this infographic on the do’s and don’ts from a regulatory standpoint of cosmetics advertising in Italy, which is become increasingly under the radar of authorities.

We have analyzed the problem of cosmetics advertising in Italy in the infographic below in legal design style and in the rest of the article.

Within the beauty and cosmetics sector, information and advertising campaigns relating to the various products play a primary role, as they are fundamental for building (and, at a later stage, consolidating) consumer trust. This importance has been acquired above all as a result of the expansion of the market through the phenomenon of social media and the growing attention of consumers to goods produced using so-called green or organic components and, above all, cruelty-free products, i.e. products for the realization of which no tests on animals have been carried out.

Moreover, these elements not only have an impact on the formulation of advertising claims, as they aim to convey the identity, values and ethics of the brand – rather than promising miraculous effects through their use – but also significantly influence production requirements.

Yet, when large manufacturers promote certain specific features of their products, such as sustainability and absence of animal testing, certain risks arise: the claim must be truthful and based on rigorous scientific testing, the entire supply chain must be taken into account to verify whether the claim is misleading, and the absence of animal testing cannot be presented as an added value at the European level, as it is a requirement by law.

After all, the cosmetics industry is a highly innovative sector and large companies need to reflect that in their advertising. However, attention must be paid to certain pitfalls: for example, it is necessary to prevent advertising from creating the impression that a cosmetic product has curative effects or effects that transcend the real characteristics and performance of its composition.

And, in fact, despite the fact that the cosmetics industry generally tends to have a responsible approach to claims and advertising in general, there are still some caveats that need to be carefully considered and some limits that should not be crossed.

On a similar topic, you may find of interest “Infographic – ESG Advertising: Recommendations to follow and mistakes to avoid in Italy“.

Authors Lara Mastrangelo and Giulia Gialletti

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Lara Mastrangelo

I work in the Intellectual Property & Technology department at the law firm DLA Piper in Italy where I specialized in copyright, trademark, and patent law, as well as any aspect pertaining to intellectual property law.

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