The company, active in the production and sale of high-end cosmetic products, released unclear information regarding the effectiveness and recommended precautions of certain sun care products

The Italian Competition Authority has ordered Shiseido Italy S.p.A. to pay a 400 thousand euro sanction for an unfair commercial practice in breach of articles 20 and 22 of the Consumer Code. As a matter of fact, through its website and social media channels, the company promoted a less-than-transparent advertising campaign regarding the features of its SyncroShield technology, used in its Expert sun Protector sun care line. This technology, which Shiseido defined as “revolutionary”, allegedly allows water, heat and sweat to strengthen the UV protective veil of these products. This led consumers to believe that the Expert sun Protector products ensure better and longer-lasting sun protection and that they do not need to be re-applied during sun exposure.

According to the Authority, the emphasis on the claims that “the revolutionary Shiseido technology allows water, heat and sweat to strengthen the UV protective veil” and that “the protective veil is strengthened by heat and water” may mislead consumers as to the true effectiveness and prolonged action of the “Expert sun Protector” sun care line and the unique protection offered by this technology. Furthermore, these claims contradict the recommended precautions contained in Shiseido’s instructions included in its packaging leaflet. The latter clearly state that, to maintain an adequate level of protection, the product must be re-applied frequently, especially after perspiring, swimming or towelling.

Rome, 20 March 2025