In a market where consumers are increasingly informed —and simultaneously influenced by trends and emotional marketing— claims have become a key positioning tool.

“Natural”, “toxic-free”, “boosts the immune system”, “eliminates 99.9% of bacteria”, “anti-aging”, “zero waste”, “detox effect”… Are these all legitimate claims? Who oversees their truthfulness? And what legal or reputational risks do they pose?

In this article, we explore what claims are, how they are regulated in cosmetics, food, and detergents, and how Admixtio can help you build a technical, solid and distinctive narrative.

What is a claim?

A claim is any textual or visual message accompanying a product that communicates a benefit, function, or added value related to its use, composition, or impact.

A claim can be:

• Functional: “24h hydration”, “cholesterol reduction”, “antibacterial”.

• Sensorial or emotional: “light texture”, “refreshing sensation”.

• Ethical or environmental: “vegan”, “biodegradable”, “ocean-friendly”.

• Comparative: “more effective than previous version”, “improved performance”.

But not everything is allowed. To protect consumers, there are specific regulations for each sector.

Cosmetics: balancing creativity and regulation

Since 2013, cosmetic claims in the EU have been governed by Regulation (EU) No. 655/2013, which outlines 6 common criteria that every claim must meet:

1. Legal compliance

2. Truthfulness

3. Evidential support

4. Honesty

5. Fairness

6. Informed decision-making

❌ Examples of bad practices:

• “Paraben-free”: although these preservatives are permitted and regulated under EU cosmetic law, this claim can mislead consumers and is discouraged by the European Commission. It is considered denigrating towards legal and safe ingredients and is therefore contrary to the criteria in Regulation (EU) 655/2013.

• “Not tested on animals” (when animal testing is already banned by law in the EU).

• “Visible rejuvenation” without clinical studies to back it up.

Justifying many cosmetic claims requires technical evidence, such as clinical trials, in vitro efficacy studies, user testing, or sensory evaluations.

Food: functionality with scientific backing

Health claims in food products are strictly regulated under Regulation (EC) No. 1924/2006, which distinguishes between:

• Nutritional claims: “high in fibre”, “low in salt”.

• Health claims: “contributes to normal immune function”, “helps maintain normal cholesterol levels”.

Only claims that have been approved by EFSA (European Food Safety Authority) after a rigorous scientific validation process may be used.

Approved example:
✅ “Zinc contributes to the normal function of the immune system.”

Rejected example:
❌ “Cranberry extract prevents urinary tract infections.” (not accepted due to lack of robust evidence).

Foods or supplements with functional or novel ingredients must provide evidence dossiers, clinical studies, and comply with Novel Foods Regulation where applicable.

Detergents and cleaning: proven efficacy without exaggeration

The detergent sector is governed by Regulation (EC) No. 648/2004, and although there is no specific claims regulation, the general principles of consumer protection legislation apply (Directive 2005/29/EC on unfair commercial practices).

Additionally, claims such as:

• “Eliminates 99.9% of bacteria”

• “Hypoallergenic”

• “Safe for babies”

… must be scientifically supported, with lab tests (efficacy testing, challenge tests, etc.) and, in some cases, real-use documentation.

In Spain, authorities like AEMPS and AESAN may request documentation justifying the claims shown on cleaning and disinfection product labels and ads.

⚠️ Risks of misleading claims

• Administrative penalties for misleading advertising or unfair competition.

• Product withdrawals or required corrections.

• Loss of consumer trust.

• Reputational damage to brands that promote themselves as sustainable or responsible.

How can Admixtio help?

At Admixtio, we help brands and R&D teams to:

✅ Identify viable claims from legal and technical perspectives.
✅ Validate ingredients through scientific literature and data.
✅ Design studies to support new claims (clinical trials, in vitro efficacy, etc.).
✅ Translate scientific results into clear, honest, and compelling claims.

Whether for cosmetics, nutrition, or cleaning products, we help you formulate with purpose… and communicate with rigour. Contact us.

📚 References and resources

1. Regulation (EU) 655/2013 on cosmetic claims

2. Regulation (EC) 1924/2006 on nutrition and health claims

3. EFSA – Nutrition and Health Claims Register

4. Regulation (EC) 648/2004 on detergents

5. European Commission – Technical Document on Cosmetic Claims

6. AESAN, AEMPS and Spanish Ministry of Consumer Affairs