Knowledge · Cosmetic claims
Cosmetic claims: permissible advertising statements
Regulation (EU) No 655/2013: common criteria for assessing cosmetic claims.
Cosmetic advertising claims are regulated in the EU: Regulation (EC) No 1223/2009 prohibits misleading and medical-sounding statements, and Regulation (EU) No 655/2013 sets out common criteria. Every claim must be truthful, evidenced, honest, fair and informative — the support must be documented in the PIF.
The common criteria
- Truthfulness: claims must match reality
- Evidential support: proof for every claim (tests, studies, expert assessment)
- Honesty: no exaggeration of effects
- Fairness: no denigration of competitors
- Informed decision-making: clear, understandable statements
- Regulatory compliance: no crossing into medical device or medicinal territory
Typical sources of error
- Medical-sounding terms for cosmetics
- Claims without documented support in the PIF
- Transferring test results to unrelated formulations
Frequently asked questions
Is the claim “anti-aging” permissible?
Depending on support: yes, if the evidenced effect carries the statement. Unevidenced superlatives are prohibited.
Applied to your project
We apply these rules directly to your project — from classification to market access. First assessment within two working days.