Market Supervision Alert: Cosmetics & Beauty Ads Must Avoid False & Illegal Claims

Tekes Bureau reminds: Cosmetics & beauty advertising language “traps”

In recent years, many professional counterfeit hunters have profited through ad wording. Tiktok, Meituan and other major platforms have issued group purchase orders with banned words. Have you been targeted? Have you checked whether your ad keywords are suspected of false advertising?

I. Industry prohibited words include:

1. Efficacy category: de-yellowing, spot removal, mark removal, wrinkle removal, eliminating wrinkles, smoothing wrinkles, repairing broken elastic fibers, improving skin resistance to irritation, resolving dead cells, freckle removal, anti-radiation, anti-UV, whitening, brightening, moisturizing, anti-aging, detoxification, etc.;

2. Skin type category: allergic, anti-allergic, sensitive, new, replacement, anti-allergy, repair, skin rejuvenation, suitable for all skin types, etc.;

3. Academic/exaggerated words: highest, largest, strongest, extreme, ultimate, potent, powerful, antioxidant, special, efficient, full, quick, organic xx, professional xx, containing xx essence, nano xx, etc.;

4. Exaggerated language: comprehensive; full upgrade; oil control; safety; activation; revitalize; eliminate; thoroughly remove, etc.;

★ Attention: Claims like anti-wrinkle, firming, oil control, exfoliating, sensitive skin must be supported by efficacy evaluation experimental reports.

II. Product advertising release precautions:

1. Apart from avoiding absolute language, terms like “pure natural product” and “no side effects” are also prohibited.

2. Ads must not refer to data on performance, functionality, sales or other aspects of cosmetics.

3. Cosmetics name, preparation method, ingredients, efficacy or performance must not be falsely exaggerated.

4. Cosmetics ads must not promote medical effects or use medical terminology.

5. Cosmetics must not be guaranteed by others or implied to mislead consumers about efficacy.

Examples: facial anti-aging; shoulder soothing detoxification; skin 15 times translucent and fair; after 7 days, miraculously bright white light appears, etc.

The above is a summary on how to avoid prohibited words in the cosmetics industry under the new advertising law. We hope all businesses remember not to make the painful mistake of “one word worth ten thousand gold”.

Tekes County Market Supervision Bureau

December 4, 2024

Source: Tekes County Market Supervision Bureau

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