The Advertising Standards Authority (ASA) has partially upheld a complaint against La Roche-Posay concerning the substantiation of marketing claims. While the ASA found two specific claims – a "new mode of action" and being the "No.1 dermatologist recommended brand in the UK" – to be adequately supported, it ruled that the advertisement failed to provide consumers with clear, accessible verification for the leadership claim.
This ruling highlights a crucial detail for any business making comparative or leadership statements: simply possessing supporting data is insufficient. The ASA's decision on April 24, 2026, emphasises that advertisers must actively guide consumers to this substantiation. For salon and barbershop owners, particularly those in the aesthetic sector, this means a claim like "best-selling" or "most recommended" requires more than just internal metrics; it demands explicit signposting to survey results, independent studies, or other verifiable evidence directly within the advertisement or a readily accessible link.
The failure lies not in the claim's truthfulness but in its transparency. The ad breached CAP Code rules on comparative claims because consumers were not clearly directed to the information that backed up La Roche-Posay's position. This ruling acts as a prompt for businesses to review their own marketing materials, ensuring that any assertion of leadership or superiority is not only factually correct but also demonstrably and easily verifiable by the public.
