Neom rapped by ASA over organic claims

British organic body care and home fragrance brand Neom has been reprimanded by the Advertising Standards Authority (ASA) for making misleading claims regarding the organic nature of its candles. According to a video on the brand's website, Neom creates "genuine, organic and luxurious products" including body care and candles. In response to this, a complainant challenged whether the reference to the candles as "organic" was misleading.

Despite Neom's argument that its candles are made using only organic ingredients including vegetable waxes and pure essential oils – as opposed to the paraffin wax used by most candle brands – the complaint was upheld. 

The ASA ruled that in the absence of an accepted organic standard for candle products, Neom could not refer to its candles as "organic." The company has been ordered to remove the ad, and only use the term "organic" in reference to products supported by robust evidence.