Beauty ad claims: what you can and can’t say

Most rejected beauty ads fail for the same reason: they make a claim the product can’t legally make, or can’t prove. Here is a practical way to think about it. This is general guidance, not legal advice. Check specific claims with a regulatory specialist.

Cosmetic claims vs medical claims

A cosmetic claim talks about how skin or hair looks or feels: “helps skin feel smoother”, “visibly brighter”, “reduces the look of fine lines”. A medical claim talks about treating, curing or preventing a condition: “treats eczema”, “cures acne”, “heals scars”. Cosmetics can make the first kind, with evidence. They can’t make the second kind.

The UK and EU

In the UK, ads follow the CAP Code, enforced by the Advertising Standards Authority (ASA). Claims must be backed by evidence before the ad runs, and must not mislead. In the EU, cosmetic claims are judged against common criteria, including that they are truthful, supported by evidence, honest and fair.

The US

In the US, the Federal Trade Commission expects advertisers to have evidence for their claims before making them. Whether a product is treated as a cosmetic or a drug depends partly on what you claim it does, so “treats” and “cures” language can change how the product is regulated.

Platform rules on top

Meta, TikTok and Google add their own rules. Common causes of rejection include before-and-after images that imply unrealistic results, content that targets insecurities, and personal attributes such as “Do you have acne?”.

A safer checklist

• Describe look and feel, not treatment.
• Hold evidence for every number (“in 2 weeks”, “87% agreed”).
• Use real reviews and real before-and-afters, unedited and in the same light.
• Avoid addressing the viewer’s condition directly.
• Keep the landing page claims identical to the ad.

Every ad we make goes through this check before it goes live.