Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Many types of eczema are often caused by environmental irritants and allergens resulting in itching, dryness or cracking of the skin; the treatment can involve identifying and avoiding the cause, for example grass pollen or house dust mites. Products, such as emollients applied to the skin to form a barrier, can help alleviate the symptoms. More information is available from the National Eczema Society on
www.eczema.org.
CAP does not consider eczema a serious medical condition and marketers may refer to it if they can show their products or therapies are effective. But marketers of topically applied creams should be aware that the Medicines and Healthcare products Regulatory Agency (MHRA) is likely to consider claims to treat eczema as medicinal. Because it implies the product relieves the itching associated with the condition, even claims such as “calms the symptoms of eczema” could be considered as medicinal by the MHRA (Rule 12.11). As a rough rule of thumb, cosmetic products are suitable for everyone and should not be targeted at sufferers of particular conditions. Although the claim “product X has great moisturising properties and can be used by eczema sufferers” might be acceptable, CAP believes it would not be acceptable to claim “product X helps relieve the symptoms associated with eczema”, “clinically proven anti-irritating properties [for eczema]” or similar. An ASA investigation of 2005 confirmed that references to the treatment of eczema are unacceptable for a cosmetic, unlicensed product (Cashmere Beauty, 29 June 2005). Also, the advertiser was unable to show that the moisturising product under investigation was an especially effective emollient: marketers are reminded that they should hold evidence if they want to make claims that go beyond the established claims for moisturisers.
Although they may claim their products have a “sensitive formula” or are “suitable for dry and sensitive skin”, marketers should be wary of making claims that their product is for “sensitive skin conditions”. If it is essentially a cosmetic product, for example a bath oil or face cream, marketers may use descriptions such as “suitable for bathing skin prone to eczema”. Products containing active ingredients, for example corticosteroids, are not cosmetic.
If they want clarification on the claims they can make for creams and the like, marketers should contact the MHRA on 020 7084 2000 or info@mhra.gsi.gov.uk.
Marketers of other products, such as vacuum cleaners and water softeners, should ensure that if they claim to treat the symptoms or causes of eczema they should hold adequate substantiation (Rule 12.1). The type of evidence will depend on what the product claims to do but marketers should ensure that, if possible, the trials are carried out on humans and are rigorous enough to support the claim.
Some complementary therapies claim to treat or relieve eczema, for example some herbal medicines or hypnotherapy. CAP has seen no convincing evidence for the effectiveness of any complementary therapy in treating or preventing eczema and no signs that conventional steroid treatments can be matched. See individual entries on ‘Ailments, Treatments and Therapies’.
See Help Notes on ‘Asthma and Allergy Claims’ and ‘Substantiation for Health, Beauty and Slimming Claims’.
Last modified : 26 July 2010