Watchdog rules against Thin Lizzy's 'toxic' comment

Making a claim that rival foundation make-ups contained a "toxic chemical cocktail" has caused Thin Lizzy to lose face.

A television advertisement for Thin Lizzy urged viewers to examine their foundations and "chances are you'll find a toxic chemical cocktail that may be damaging your skin".

The Advertising Standards Authority received a complaint from A. McKay, who felt the ad referred unfairly to competitors' products.

The board took the view that "toxic chemical cocktail" was strong and emotive and gave the impression that rival products were of a poor quality.

Consumers could understand "toxic" to mean poisonous and not suitable for use and the term was misleading by exaggeration.

The board also considered that stating "chances are" gave viewers the impression that the majority of make-up wearers would be affected.

Most of the board felt the advertisement played on the fear of consumers through the use of strong and emotive language.

A minority disagreed, saying the "toxic" phrase was tempered by the rest of the advertisement.

Thin Lizzy said its product contained nine ingredients and only one of those put users at risk of an allergic reaction.

The make-up company argued that in other products,"up to four or five ingredients have the potential for a negative reaction".

- NZPA