'No junk' claims thrown out by ASA
The ASA ruled against Viridian International for misleading advertising claims, including “no junk” and “100% active ingredients,” and for disparaging competitors.
All Articles in Beauty
ASA addresses fine line between ads featuring (un)healthy body image
The ASA investigates M&S clothing ads, drawing distinction between ads when a model was considered unhealthy thin and not.
CAP's guide to genuine 'before and after' advertising
CAP provides advice on complying with the advertising rules when making “before and after” claims in ads.
Drug-themed shoes ad: when creativity meets responsibility
The ASA finds an ad for shoes irresponsible and likely to cause serious and widespread offence on the grounds that it condoned and encouraged drug use by including syringe, pill emojis, language mimicking medical advice and a reference to side effects.
ASA and CAP 2024 annual report: enhancing ad monitoring with AI
The ASA and CAP’s 2024 annual report highlights significant enhancements in ad monitoring using AI. Millie Bird reports.
Advertising codes updated: how the DMCCA has impacted the advertising codes
CAP and BCAP codes have been amended following the UCPs provisions in the DMCCA coming into force on 6 April 2025. Josephine O’Dowd reports.
What’s next for body image in advertising: unhealthy body image prompts ASA ruling
The ASA considered the model appearing in the ad for denim leggings to look unhealthily thin due to her pose, camera angle and styling, which strongly emphasised the slimness of the model’s legs.
Something smells off: ASA ruling on misleading perfume prices
The ASA has considered whether a price claim on a perfume sample was misleading and the use of a “from” price. Aisling Farley reports.
BetterMe seek better ads for a healthier marketing strategy
The ASA combats misleading fitness ads that promise unachievable results for clients. Bryana Daniels reports.
ASA crackdown on influencer Grace Beverley
ASA weighs in on Skinny Food influencer advert
ASA ruling serves as a reminder of advertising requirements around Very Low Calories Diets, Stefanie Lo reports.
ASA’s growing AI capability
The ASA has reported on its increasing use of artificial intelligence in regulation of UK online advertising, Emily Addleman reports.
