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"Cruelty-free" cosmetics: are you being tricked?

[New York Daily News]

Consumers are being misled by certain beauty products labeled as "cruelty-free," according to a new US study.

Researchers at the University of Missouri and University of Oregon revealed their findings at the recent American Academy of Advertising 2012 Annual Conference, arguing manufacturers should be required to abide by a legal use of the label.

"Because there is no legal standard for what is and isn't cruelty-free, consumers are vulnerable to deceptive advertising," explained Joonghwa Lee, a doctoral candidate at the University of Missouri School of Journalism.

"A company may claim their product is cruelty-free, but there still may be some animal testing done somewhere along the manufacturing process. This could lead to consumers being tricked into buying products that they do not support."

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