The Advertising Standards Authority (ASA) is UK's regulator of advertising and its role is to respond to concerns and complaints from consumers and businesses and take action to ban ads which are misleading, harmful, offensive or irresponsible. Recently, ASA made a decision regarding a cosmetics manufacturer and a YouTube ad related to one of its deodorant products.
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The video ad featured a model discarding various spray-on deodorants while appearing uncomfortable. The ad claimed that most deodorants block the body from sweating properly, leading to itchiness, rashes, and body odor. On the contrary, it promoted the advertised product as using natural ingredients that allow the body to sweat naturally and smell fresh all day. The accompanying voice-over and on-screen text emphasized that the product is free from aluminum or other harsh chemicals.
Additionally, a page on the company's website discussed the potential harm of antiperspirants containing aluminum salts. It raised concerns about the interference with hormone balances in the endocrine system. The website expressed the company's commitment to developing products that work with the body's natural functions.
Issue
A formed complaint challenged the following claims:
- The YouTube ad misleadingly suggested that most deodorants prevented the body from expelling harmful toxins, worsened body odor, and were linked to health problems such as rashes or itchiness.
- The website page claimed that antiperspirants containing aluminum salts were potentially harmful to users, including by interfering with hormone balances in the endocrine system.
Response
The company acknowledged that the scientific evidence regarding the claims was inconclusive in 2023. They clarified that their intention was to reflect growing concerns about the potential risks associated with deodorants containing synthetic ingredients or pore-blocking antiperspirants with aluminum salts.
They pointed out the presence of chemical compounds in many deodorants and antiperspirants that could be harmful. They specifically mentioned aluminum salts, parabens, and petrochemicals as examples of such compounds. The company highlighted ongoing research and reporting on the contents of deodorants and antiperspirants from larger manufacturers. They provided a report comparing their product's impact on human health and the environment to that of a competitor's product.
ASA Assessment and Conclusion
The ASA upheld the complaint regarding both claims. They concluded that the YouTube ad made misleading claims by implying that all deodorants or antiperspirants with synthetic ingredients worsened body odor and had a negative impact on health. The advertiser's evidence, including the comparative report, did not sufficiently support the claims.
Similarly, the ASA found that the website claim about the potential harm of antiperspirants containing aluminum salts lacked robust scientific evidence.
Therefore, The ASA ruled that the ad must not appear again in its current form. They instructed the company to ensure that their future ads do not feature claims that competing deodorants or antiperspirants, which inhibit perspiration or contain synthetic ingredients like aluminum salts, are linked to health problems.