First adopted in 2012, the Cosmetics Europe’s Charter and Guiding Principles on Responsible Advertising and Marketing Communications has been reviewed to better reflect the challenges of today’s highly digitalised world, in the context of fast-paced evolution of technologies and rapid development of new forms of digital advertising and marketing communication practices.
The Charter and Guiding Principles on Responsible Marketing Communications continue to lay down the common ground for responsible advertising and marketing communications that respect the human being, body image and human dignity across Europe, via all media (print, tv, radio, internet), while complementing the existing comprehensive legislative framework.
“As a responsible industry, we work proactively to promote best practices in delivering information to consumers. Self-regulation is a very important tool for our sector to demonstrate our voluntary and proactive commitments. Thanks to the updated Charter and Guiding Principles on Responsible Marketing Communications, we are able to continue to provide an additional level of consumer protection and enhance consumer trust through the promotion of responsible advertising and marketing communication,” said John Chave, Director General of Cosmetics Europe.
In response to the evolution of digital environment (including the use of artificial intelligence) and technologically-enhanced advertising practices, as well as the emergence of new societal trends in the use of social networks and media for advertising, the Charter re-emphasizes the importance of image honesty. For instance, it specifically underlines the need to make sure that digital techniques used do not alter images of models such that their body shapes or features become unrealistic …
