Marketing & Advertising Review

For beauty, cosmetics, and personal care brands that want to grow without crossing legal lines.

From dreamy claims to glowing influencer endorsements, your marketing drives sales—but it also invites scrutiny.

The MoCRA, FTC and federal and state consumer protection laws don’t care how good your copywriter is. If your product can’t do what your marketing says it can, you're exposed.

At tmalaw, we help beauty, cosmetic, and personal care brands tell a compelling story without inviting compliance chaos.

Is This For You?

You might need support with advertising review if:

  • You're launching a new product or brand campaign

  • You're working with influencers or user-generated content

  • You're claiming results, benefits, or performance in marketing copy

  • You're using before-and-afters, clinicals, or consumer testimonials

  • You're facing customer complaints or competitor reports

  • You’re prepping for shelf space or digital ads on major platforms

Founders and brand teams often ask:

"Can I say my product is ‘clean’ or ‘non-toxic’?"
"How do I avoid greenwashing or wellness-washing?"
"Can I repost customer reviews that mention medical terms?"
"Do I need contracts with my influencers?"
"What if my packaging makes implied claims?"

We help you strike the right balance between persuasive and permissible.

Real Industry Insight

Advertising in beauty and personal care isn’t just creative—it's legally regulated. Claims that seem like harmless marketing language may be viewed as express or implied promises, especially in digital, video, or packaging content.

We advise on:

  • “Reduces wrinkles in 7 days” or “Proven to smooth skin”

  • “Clinically tested,” “dermatologist-approved,” or “organic”

  • “Cleaner than the leading brand” or “More effective than X”

  • Images, user videos, and influencer reels

  • Real customer experiences and what’s safe to publish

  • Disclosures, affiliate arrangements, brand reps

  • Clean, green, vegan, cruelty-free, etc.

Our Perspective

It’s not about scaring you into silence. It’s about helping your messaging shine while staying compliant. With tmalaw as your legal partner, you can move forward with marketing that converts and complies.

Our subscription clients rely on us to review:

  • Website copy, landing pages, and ad campaigns

  • Product packaging and outer box language

  • Influencer contracts and campaign briefs

  • Claims substantiation before go-to-market

  • Email and SMS marketing language

  • UGC, affiliate content, and promotional materials

We even provide frameworks and checklists so your internal team knows how to spot red flags before they go live.

When in doubt, clarity and substantiation are your best friends. And we’ll help you get there—without killing the vibe of your brand.

Mini-Blog: When Words Like “Plant-Based” Become Legal Landmines

There’s a growing wave of lawsuits targeting beauty and personal care brands for using trendy terms like “plant-based,” “sustainable,” and “clean” in their marketing—even when those claims felt honest or aspirational.

Just ask the makers of Aveeno and Neutrogena, both now facing lawsuits alleging that their makeup wipes were deceptively advertised as “100% plant-based,” despite containing synthetic ingredients. And they’re not alone—brands like Huggies and Tampax are also being challenged for how they label and market “plant-based” or “gentle” products.

Here’s the hard truth: there’s no universal definition of “plant-based.” The FTC hasn’t updated its Green Guides in over a decade. Industry standards are murky. But consumers—and class action plaintiffs—are laser-focused on what your packaging says and what your marketing implies.

At tmalaw, we help you navigate this and other legal gray zones with eyes wide open. Our marketing review and compliance services are designed to keep your copy compelling and compliant—so you can say what you mean without overstepping what’s legally allowed.

Because “plant-based” shouldn’t put your brand in court. It should reflect your values—and be backed up by real substance.

Not Sure If Your Claims Are Crossing the Line?

Let’s get the right plan in place to make sure that your claims reflect your integrity—and your innovation.

Learn more about what we do