On September 15th, Cosmetic Europe (the European Association of the Cosmetics Industry) published the updated version of the Charter and Guiding Principles on Responsible Advertising and Marketing Communications document, first adopted in 2012. The update became necessary for the Charter to more efficiently address the challenges that today's highly digitized world entails, in the context of a fast-paced evolution of technologies, and rapid development of new forms of digital advertising and marketing communication practices.
The new document, following the path already outlined in the previous version and integrating the existing legislative framework, defines the European common line for the creation of responsible advertising and marketing communications that respect the human being, body image and human dignity, via all media.
The Charter also re-emphasizes the importance of image honesty, pointing out, in particular, the need to ensure that the digital techniques used do not alter the images of the models presented in such a way that the characteristics of the body become unrealistic and misleading with respect to the performance achievable by the product. The Charter also provides a set of new useful indications for influencer marketing, which are essentially aimed at making genuine and impartial opinions easily distinguishable by consumers with respect to the promotional messages that may be disseminated by influencers.
The Charter also includes specific commitments with reference to the responsible advertising and promotional communication towards vulnerable consumers, including children and teens, with a special focus on advertising via social media platforms, smartphones applications and games.
Another key issue addressed is responsibility in promoting the “eco-friendly” products. Marketing communication should be so framed as to empower consumers to make sustainable choices. For this purpose, specific attention is paid to a series of aspects regarding the general presentation of a product, the use of images, symbols and logos, as well as the accuracy, relevance, clarity and substantiation of environmental claims.
The text of the Charter and Guiding Principles on Responsible Advertising and Marketing Communications is available on the website of the Cosmetic Europe association (https://cosmeticseurope.eu/).