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Martina Richter

Äntligen måste kosmetikföretagen bli ärliga

EU har sedan länge regler vad kosmetiska produkter får innehålla. Men när det gäller marknadsföringen har det varit fritt fram för företagen att påstå nästan vad som helst.

Nu ser det i alla fall ut som om det kommer att ske en förändring. Förra året kom nämligen en ny EU-förordning (655/2013) ut om påståenden med ett vägledningsdokument. Cosmetics Europe har även tagit fram en uppförandekod om ansvarsfull reklam och marknadskommunikation.

Man har förstått att konsumenterna idag ofta ställs inför många olika påståenden om kosmetiska produkters effekt. Nästan alla använder hudvårdsprodukter idag och det är ju givet att man måste kunna lita på den information man får. Att påstå att en creme tar bort rynkor på tex. en vecka är oseriöst.

Här några av kraven som finns med:

.    Man får inte påstå att en produkt har särskilda (dvs. unika) egenskaper om liknande produkter har samma egenskaper.

.    Påståendena ska vara tydliga och begripliga för den genomsnittliga slutanvändaren.

.    Om det anges på produkten att den innehåller en viss ingrediens måste denna avsiktligt ingå i produkten.

Underbart, säger jag!

Även retuscherade bilder vilseleder konsumenterna så att de tror att produkten ger perfekt hy.
Även retuscherade bilder vilseleder konsumenterna så att de tror att produkten ger perfekt hy.

 

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