Most exaggerated or false claims in advertisements for cosmetics that were corrected by the Taipei Department of Health last year were lotion and cream products, and the culprits included big brands such as Sisley and Estee Lauder, it said yesterday.
A total of 876 cases of exaggerated or false ads for cosmetic products led to corrective measures, including 666 cases (76 percent) of toners, lotions and creams; 97 cases of eye products (11.1 percent); 29 of soap products (3.3 percent); 28 of hair products (3.2 percent); 27 of shampoos (3.1 percent); and 29 of other types of products (3.3 percent).
Advertisements that claimed products remove wrinkles or fine lines accounted for 35.3 percent of all cases, Food and Drug Division official Huang Ching-yao (黃敬堯) said, adding that those claiming products had whitening effects accounted for 15.5 percent and those claiming therapeutic effects accounted for 10.5 percent.
The advertisement that was fined the most times was for Sisleya L’Integral Anti-Age Eye and Lip Contour Cream, distributed by Sisley Hong Kong Ltd’s Taiwan Branch, Huang said.
The company was corrected 29 times and fined a total of NT$870,000 for exaggerating the product’s effects.
The ad claimed that the cream could “give the corners of your eyes the perfect angle to make them bright and big” and that “one bottle can reduce all signs of aging around your eyes,” Huang said.
Another ad that incurred NT$310,000 in fines was for Perfectionist Pro Rapid Firm + Lift Treatment with Acetyl Hexapeptide-8, distributed by Estee Lauder Co’s Taiwan Branch, Huang said.
It said that the product could “regenerate smooth tissues,” that “experiments prove it can comprehensively revitalize collagen within 72 hours” and that it would “rapidly solve all skin problems … fully prevent the appearance of the first fine line,” he said.
The third-highest total fine tally of NT$280,000 was for ads for JingCheng (京城之霜) 5-D Face Lift Firming Serum by Beauty Essentials Ltd, Taiwan Branch (Naruko) (牛爾), which claimed that the serum could “smooth out crow’s feet,” and “plump up and refine hollowed cheeks,” Huang said.
The Food and Drug Administration in 2016 issued examples of improper advertising language for cosmetic products, which brands are advised to refer to, he said.
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