Guidance: New CTPA Tool to Support Claim Substantiation

This guide has been released by the UK's Cosmetic, Toiletry, and Perfumery Association (CTPA).

The cosmetics business relies on data and findings from experiments examining particular cosmetic product qualities to back up product claims and adhere to advertising and cosmetics rules.

When constructing solid claim substantiation, the CTPA Claim Substantiation Tool takes these considerations into account. The columns show a step-by-step process, but they shouldn't be used alone.

Companies can: 
• use the tool to guide the thought process to ensure claims are robustly substantiated;
• use the tool to ensure all important factors are taken into consideration for claim substantiation, including the context in which the claim is made and the expected understanding of the reasonably well-informed, reasonably observant, and circumstantial consumer;  
 
The examples of claims are listed (in the document, the complete process of claims is mentioned).
Claim: Moisturizing
(1) The product is displayed with this claim on the front of the pack, with no significant accompanying visuals.
(2) The product is a leave-on day cream.

Claim: "Moisturizes for 24 hours"
(1) The product is displayed with this claim on the front of the pack with a visual of a running clock and a prominent "24h" in the centre.
(2) The product is a leave-on product intended for daytime use.