On today’s episode of AD Nauseam, Amy and Daniel explore substantiation for cosmetic advertising claims, outlining how companies can effectively promote beauty products without crossing regulatory lines. They discuss the FTC and NAD’s approach to efficacy claims—including the need for reliable lab testing, properly designed consumer perception studies, and accurate visual depictions—and highlight common pitfalls involving before‑and‑after imagery, “natural” and ingredient claims, and overstated performance promises that can trigger enforcement risk.

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