South Africa, June 4 -- Adequately substantiated

In a ruling issued on 27 May 2026, the ARB found that La Roche-Posay's claim that it is the "No. 1 recommended brand by South African dermatologists" was adequately substantiated. However, it partially upheld the complaint after finding that a dermatologist's social media post referencing "acne" breached the Cosmetics Advertising Code.

The decision follows the ARB's April ruling in which it dismissed a complaint by L'Oreal against Beiersdorf's Eucerin brand, finding that Eucerin's own "No.1 dermatologist recommended" claims were supported by credible market research. Together, the rulings highlight a growing reality in skincare marketing: competing brands can both lay claim to being numbe...