The Hungarian competition watchdog (GVH) has imposed a HUF 5m (€17,400) fine on L’Oreal Hungary after having found the cosmetics company guilty of using what it believes to be misleading advertisement during a promotional campaign for its Vichy Liftactiv CxP, Revitalift and Vichy Cellu Metric products. The GVH has investigated the veracity of the scientific claims made by L’Oreal in its advertising and found that the company does not have sufficient scientific evidence to be able to make all of the statements it does in its advertising.
The GVH took into consideration the brevity of the advertising campaign, the fact that the company had conducted laboratory analysis for all of the three aforementioned products and that it had admitted having breached regulations, as extenuating circumstances. The high profile and intensive nature of the promotional campaign, and the fact that L’Oreal was spreading misleading information about more than one of its products, were all considered as aggravating circumstances.
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