South Africa, April 29 -- Challenging claim

The ruling, issued on 22 April 2026, concludes that Beiersdorf met the requirements of the Code of Advertising Practice, including provisions relating to substantiation, misleading claims, and the use of dermatologist endorsements.

At the centre of the dispute were four claims used across Eucerin's advertising between November 2025 and February 2026, including "SA's No.1 Dermatologist Recommended Brand" and category-specific variants for even tone, acne-prone skin and sun protection.

L'Oreal challenged the claims on the basis that they were unsubstantiated and misleading, arguing that Beiersdorf relied on an undisclosed October 2025 market survey and failed to provide evidence during initial ...