South Africa’s updated Cosmetic Advertising Code prioritises consumer protection in hair care

The cosmetics and personal care industry in South Africa is entering a new era of transparency and accountability with the updated Cosmetic Advertising Code of Practice, effective May 2025.

Spearheaded by the Cosmetic, Toiletries and Fragrance Association (CTFA), the revised code enhances consumer protection, particularly in hair care product advertising. Given the significance of hair care in South Africa’s beauty industry, misleading claims have increasingly shaped consumer expectations.

The latest updates, specifically Clause 7, target deceptive advertising practices for hair products, ensuring that claims remain ethical, evidence-based, and compliant.

Key enhancements in hair care advertising

The updated code strengthens regulations regarding hair product advertisements, ensuring marketing remains grounded in scientific validity and consumer transparency:

• Eliminating medical claims: Advertisements must avoid wording that suggests a cure for hair loss, dandruff, or scalp conditions, unless scientifically proven within a cosmetic context.
• Clarifying product effects: Claims of permanent restoration, root nourishment, or UV protection must be supported by credible scientific evidence.
• Exaggerations or deceptive terminology are strictly prohibited.
• Emphasising continued use: Ads must convey that results require sustained product application, preventing misleading impressions of one-time transformations.