Advertising watchdog flooded with complaints over deceptive beauty product ads

Bogus scientific claims were revealed.

Beauty is only skin deep when it comes to local advertisements. The Advertising Standards Authority of Singapore (ASAS) today revealed that ads from the beauty industry received the most number of complaints from consumers for three straight years.

ASAS saw an increase in total feedback on beauty ads in 2014, with 117 complaints received compared to 78 in 2013 and 40 in 2012.

"The feedback usually pertained to misleading advertisements as well as claims which consumers felt were inaccurate and required further clarification," stated ASAS.

The regulatory body revealed that some businesses had to withdraw their claims when probed as they were misleading or unsupported by scientific evidence.

"ASAS realised that a significant number of companies needed to improve their [ad] submission process. This is a worrying sign which would have an impact on the beauty and wellness sector," the group noted.

ASAS has approached the Cosmetic, Toiletry and Fragrance Association (CTFAS), Singapore Manufacturing Federation (SMF) and Spa and Wellness Association Singapore (SWAS) to address these concerns.

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