Every word on the front has been chosen to be defensible
What clinically proven is permitted to mean, how dermatologist tested differs from dermatologist recommended, how natural and free from claims work legally, what sits in a claims dossier, and what happens when a claim is challenged.
What clinically proven is allowed to mean, and what it is not
The most persuasive phrase in skincare has no fixed definition. What a clinical study in cosmetics usually is, what the advertising rules require, and the questions that separate evidence from decoration.
10 minDermatologist recommended and dermatologist tested are not the same claim
Two phrases that sound interchangeable describe entirely different things. What each one requires, what neither of them means, and how to read them at the shelf.
8 minHow natural, clean and free from claims work, legally
None of these three words has an agreed legal definition for cosmetics in the UK. What each one is doing, which rules do apply, and what a claim would have to say to be checkable.
9 minHow a claim is substantiated before it is printed
Behind every objective claim on a cosmetic pack there should be a documented evidence file. What goes into it, who signs it off, and why the weakest link is usually the wording rather than the science.
9 minWhat the ASA actually does when a skincare claim is challenged
The UK advertising regulator works on complaint, assesses overall impression, and publishes its reasoning. What the process is, what it can and cannot do, and how to use it.
8 minThis article contains no commercial links. No affiliate links, no sponsored placements and no paid mentions appear anywhere on this site. No brand, manufacturer, retailer or agency is named in our editorial, and no company that pays us can appear in it. Published by Northbank Media.
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