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Contents


Advertising of cosmetics C–1

1Preamble C–1

2Legality C–1

3Definition of a "cosmetic product” C–1

4The use of words in a cosmetic context and in a
medicinal context C–2

5Unacceptable claims
6Substantiation C–3

7Claims implying health-related properties C–3

8Use of the word "natural” C–4

9Use of the word "pure” C–4

10Claims: medical practitioners C–4

11Non-content claims C–4

12Claims made for ingredients C–4

13Anti-ageing (Anti-wrinkle) C–4

14Anti-perspirant C–5


Page

15Alpha hydroxy acids C–5

16Cosmetic cellulite products C–5

17Skin-lightener products C–6

18Hair and scalp products C–6

18.1Baldness/hair loss/thinning hair/
hair growth, etc. C–7

18.2Hair and Scalp Claims C–7

18.3Dandruff Claims. C–7

18.4Fine Hair C–7

18.5Split ends C–7

18.6Colour preparations C–8

18.7Artificial Colour Preserves C–8

18.8UV protection. C–8

19Preparations containing sunscreens. C–8

19.1UV protection claims. C–8

19.2SPF claims. C–8

19.3UVA claims C–9

19.4Broad-spectrum claims C–9
19.5Classification Claims C–9

19.6Water resistance/Sweat resistance/Waterproof C–10

19.7Non-irritation claims C–10

19.8Block out or similar claims C–10

19.9All day protection and extended protection
claims C–10

DMail order advertising. D–1

Preface D–1

Self Regulation D–1

Complaints D–2

The Purpose of the Code D–2

Amendments to the CodeD–3

1The Direct Marketing Association of South Africa D–3

1.1Vision. D–3

1.2Mission. D–4

1.3Membership. D–4

2Purpose of Dmasa Code of Ethics & Standards of
Practice. D–4

3Definition of Direct Marketing D–5

4Application. D–5

4.1Intent of the Code D–5

4.2Consumer Marketing. D–5

4.3Business-to-Business Marketing. D–6

4.4Not–for–Profit Organisations. D–6

4.5Organisations Marketing Internationally D–6

4.6Other Codes and Regulations. D–6

5Responsibility for Direct Marketing Comm­
unications.. D–6

6"must” vs "should”. D–7

7Demonstration of commitment.D–7

7.1Annual Confirmation. D–7

7.2Supporting the Code. D–7

8Overarching ethical principles. D–7

8.1Personal Information Practices.. D–7

8.2Truthfulness D–8

8.3Campaign Limitations. D–8

9Universal marketing practices. D–8

9.1Accuracy of Representation. D–8

9.2Clarity. D–9

9.3Disclaimers. D–9

9.4Support for Claims. D–9

9.5Disguise. D–9

9.6Testimonials. D–10

9.7Timeliness. D–10

9.8Availability. D–10

9.9Price Claims. D–10

9.10Use of the word "Free”. D–10

9.11Currency.. D–11

9.11Comparative Advertising. D–11

9.12Comparative Advertising. D–11

9.13Disparagement.. D–11

9.14Disclosures. D–11

9.15Fulfilment Practices. D–12

9.16Automatically Billed Products or Services. D–13

9.17Unordered Products and Services. D–14

9.18Complaints.
10Protection of Personal Privacy D–14

10.1The Nine Principles as defined in the
Protection of Personal Information
Draft Bill–2006. D–14

10.2Privacy and Business-to-Business. D–15

10.3Use of DMASA'S Do Not Contact List. D–16

10.4Opt-out Opportunity. D–16

10.5List Rental Practices D–17

11Marketing to children and minors. D–18

11.1Age and Application.. D–18

11.2Responsibility. D–18

11.3Consent. D–19

11.4Contests Directed to Children. D–19

11.5Credulity. D–20

11.6Age-appropriate Language. D–20

11.7Commercial Transactions. D–20

12Sub-disciplines and specific marketing practices. D–21

12.1Direct Mail/Catalogue Marketing.D–21

12.2Sales Promotion.D-23

12.3Direct Response Broadcasting. D–24

12.4Telephone/fax marketing. D–25

12.5Cell Phone Text/SMS/MMS Marketing. D–27

12.6Internet/E-mail Marketing. D–27

13.Responsibilities of service providers. D–28

13.1Confidentiality. D–29

13.2List Transfer. D–29

13.3Screening For Approval. D–29

13.4Use of DMASA Do Not Contact Service.. D–29

13.5Conflict of Interest. D–29

13.6Disparagement. D–29

13.7Misrepresentation. D–29

13.8Authorship. D–30

13.9Responsibility.. D–30

14Enforcement procedures. D–30

15Glossary of terms. D–31


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