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UK commercial law weekly: ASA environmental claims, trade secrets jurisdiction, privilege and entrapment, package travel reforms, VAT e-invoicing from 2029, late redelivery damages, supply-chain cyber security research

Published on: 04 December 2025

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Advertising, marketing and sponsorship

How to avoid misleading claims—Lessons from recent beauty industry ASA decisions

The beauty sector is highly competitive. Claims in marketing materials, including websites, that a product is the best or delivers health benefits can help brands gain attention. Such claims must be objective, capable of verification and backed by substantiation to comply with the Committee of Advertising Practice (CAP) Code and to avoid a finding of misleading advertising by the Advertising Standards Authority (ASA). Cassandra Hill and Georgina Doukanaris examine the issues. See News Analysis: How to avoid misleading claims—Lessons from recent beauty industry ASA decisions.

ASA rulings—3 December 2025

Three complaints were lodged with the ASA about paid Google search adverts by clothing retailers Lacoste, Nike and Superdry, which made unqualified ‘sustainable’ claims in relation to children’s clothing, tennis polo shirts and wider fashion ranges...

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