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ASA: Nivea Moisturizer’s ‘0% Alcohol’ Claim Not Misleading, Despite Cetearyl Alcohol Use

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Executive Summary

A July 11 ruling from the UK’s independent advertising regulator underscores the importance of context in gauging whether claims have the capacity to mislead consumers. The decision leaves Beiersdorf free to tout its cetearyl alcohol-containing Nivea Men Sensitive Moisturizer as “0% alcohol – no burning.”



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