DermaSalve said all moisturising creams sold through retail pharmacies in the UK contained sensitisers.
They sent us the list of ingredients for their products as well as other moisturising products.
The ASA noted that the challenged claim was qualified by the footnote which stated "Contains no potential sensitising agents as listed in the EU Cosmetics Directive".
We considered that readers were likely to understand the term "irritant" as a product that caused irrititation.
Because DermaSalve's moisturising cream did not contain any sensitisers as listed in the EU Cosmetics Directive, and the other moisturising creams contained sensitisers listed in the EU Cosmetics Directive, the BNF and MIMS we considered DermaSalve had substantiated the claim.
Advertising Standards Authority
marketing@alchempro.com
