Health giant’s implied claim about Little Me Organics Oh So Gentle Hair and Body Wash was misleading, rules watchdog
A Boots ad for an “organic” baby shampoo has been banned after a watchdog found that fewer than 5% of the ingredients in the product were natural.
Boots promoted the product, Little Me Organics Oh So Gentle Hair and Body Wash, on its website as containing “pear, mallow and organic aloe vera”.
The product’s natural ingredients were claimed to be perfect to “clean and moisturise your baby’s delicate hair and sensitive skin”.
The Advertising Standards Authority investigated a complaint that the claim that Little Me was organic was misleading.
Boots replied that when it comes to cosmetics there is no legal definition over what product can be called organic, that the Little Me range was a brand and a registered trademark.
Boots said that a “reasonable” consumer would know that only some ingredients would be organic, admitting that of the overall content they totalled “less than 5%”.
The ASA said that although there was no legal standard for organic cosmetics in the UK, a number of independent certification bodies all defined a product as organic only if it had a “high percentage” of natural ingredients.
It added that Boots made it sound as if the product had met one of these high standards, and said the way it was marketed was misleading to consumers.
“The ad must not appear again in its current form,” said the ASA. “We told Boots not to promote the product in future marketing communications unless they included a prominent statement disclaiming the implied ‘organic’ claim.”
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