The Advertising Standards Authority (ASA) in the UK has taken strong measures against Natur Vital after concerns arose regarding misleading marketing of its hair dye products for individuals allergic to paraphenylenediamine (PPD).
Investigation Details
The investigation surfaced after an examination of the Natur Vital website on July 2, 2024, where the brand showcased its ColourSafe line. The page boldly promoted it as “PPD-free permanent hair color.” Moreover, it claimed that the lack of PPD might lessen the chances of allergic reactions for consumers, particularly advising those with known allergies to thoroughly consult the provided instructions. An interactive feature encouraged users to click through for additional information if they were concerned about PPD allergies.
PPD is a widely used chemical in many permanent and semi-permanent hair dyes, commonly found in darker shades, and is notorious for causing allergic reactions and skin irritation.
ASA’s Findings
The ASA launched its investigation following a formal complaint from the UK Cosmetic Toiletry and Perfumery Association (CTPA). The CTPA argued that Natur Vital’s advertising implied that the ColourSafe products were entirely safe for those with PPD allergies. They highlighted that, while the hair dyes were marketed as PPD-free, they contained toluene-2,5 diamine sulfate, which could trigger allergic responses in people sensitive to PPD.
Before filing their complaint, the CTPA had reportedly tried to engage with Natur Vital to clarify safety claims but found those efforts unfruitful.
In response, Instituto Naturvita, the parent company of Natur Vital, stated that the link under the PPD allergy inquiry led to information from the New Zealand Dermatological Society. They emphasized the recommendation for a 48-hour patch test, attributing this precaution to the inclusion of toluene-2,5 diamine sulfate.
Conclusions and Implications
Upon examining the case, the ASA sided with the CTPA’s claims. They determined that the advertisement made multiple assertions about the absence of PPD, which could mislead consumers regarding the actual safety of the product for those with allergies or sensitivities. The branding choice of “ColourSafe” further contributed to this misleading impression.
Additionally, the authority criticized the FAQ section for its vagueness. While it noted that toluene-2,5 diamine sulfate is a type of phenylenediamine, the ASA remarked that Natur Vital did not clarify that the warning on the packaging—indicating the presence of phenylenediamines—stemmed from the inclusion of toluene-2,5 diamine sulfate.
In closing, the ASA concluded that the advertisement inaccurately suggested a level of safety regarding allergic reactions for consumers with PPD allergies. Consequently, they mandated that the ad not be published in its current form again.
Dr. Emma Meredith, Director-General of CTPA, voiced her endorsement of the ASA’s decision, stressing the necessity of protecting consumers with allergies from potentially severe reactions. She highlighted the importance of accurate claims in cosmetic products to prevent serious allergic episodes, ultimately safeguarding public health.
Source: Cosmeticsbusiness