Middle class mothers rejoice as bogus Boots 'organic' baby shampoo ad gets banned

17 October 2012

babyThose cruel sods at Boots are licking their wounds today after an advert for an "organic" baby shampoo got banned after a watchdog found that, basically, it wasn't organic at all.

Middle class parents will be rejoicing that someone has called bullshit on these awful swine who have been making mumsy and papa put nasty chemicals on the little heads of the Abigails and Herberts of Britain.

The really shocking news is that fewer than 5% of the ingredients in the product were natural!

Boots promoted their Little Me Organics, Oh So Gentle Hair and Body Wash, as being borderline kind of a baby's head and said on their website that the bonce goo contained "pear, mallow and organic aloe vera", adding that the product's natural ingredients were perfect to "clean and moisturise your baby's delicate hair and sensitive skin".

The Advertising Standards Authority investigated a complaint and it transpired that the advert was misleading, with Boots pointing out that, when it comes to cosmetics, there's actually no legal definition over what product can be called organic.

Boots added that a "reasonable" consumer would know that only some ingredients would be organic, admitting that of the overall content they totalled "less than 5%".

However, the ASA said that a number of independent certification groups all defined a product as organic only if it had a "high percentage" of natural ingredients. "The ad must not appear again in its current form," said the ASA. "We told Boots not to promote the product in future marketing communications unless they included a prominent statement disclaiming the implied 'organic' claim."

We can all now breathe a huge sigh of relief.


  • Haggis
    'Less than 5% of the ingredients in the product were natural!' Completely meaningless sentence Mof! We are a product of nature, so consequently everything we produce is 'natural.'
  • Mike M.
    I love nature. Particularly at night time.
  • Terry
    I don't see an issue here. If there is no definition, and the 5% of natural ingrediants could be organic, then wheres the problem?
  • catweazle
    They were originally all organic ingredients, they just boiled em up and bombarded em with radiation.

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