The UK Advertising Standards Authority (ASA) has upheld a complaint from the UK Cosmetic, Toiletry and Perfumery Association (CTPA) regarding misleading para-phenylenediamine- (PPD) free claims made by Instituto Naturvita for its Natur Vital Colorsafe hair dye range. PPD is a chemical used in permanent hair dye to make colors look more natural by bonding color molecules to the hair for longer.
