Reminder from the Market Supervision Bureau! The advertising slogans used in cosmetics and beauty advertisements are suspected of false and illegal advertising!
2024-12-06 13:04 · Chinese Brands and Anti Counterfeiting
Tekes City Supervision Bureau reminds: cosmetics and beauty advertising language 'traps'
In recent years, many professional anti counterfeiters have attracted money through advertising words, and Tiktok, Meituan and other major online groups have released the following group purchase orders for banned words. Are you recruited? Have you ever checked whether the advertising keywords on your application are suspected of false advertising?
1、 Industry prohibited words include:
1. Classified by efficacy: removing yellowing, removing spots, removing marks, removing wrinkles, eliminating wrinkles, removing wrinkles, smoothing wrinkles, repairing broken elastic fibers, improving skin resistance to irritation, resolving dead cells, removing freckles, anti radiation, anti UV rays, whitening, brightening, moisturizing, anti-aging, detoxification, etc;
2. Classified by skin type: allergic, anti allergic, sensitive, new, replacement, anti allergic, repair, skin rejuvenation, suitable for all skin types, etc;
3. Classified by academic words: highest, largest, strongest, extreme, extreme, powerful, powerful, antioxidant, special, efficient, full, powerful, quick, organic xx, professional xx, containing xx essence, nano xx, etc
4. Exaggerated language classification: comprehensive; Comprehensive upgrade; Oil control; Safety; Activation; Activation; Eliminate; Thoroughly eliminate, etc;
★ Attention: Advertising slogans such as anti wrinkle, firming, oil control, exfoliating, sensitive skin, etc. must have efficacy evaluation experimental reports before they can be claimed.
2、 Precautions for Product Advertising Release:
1. In addition to using absolute language, absolute language such as pure natural products and no side effects cannot be used;
2. Advertisements shall not involve data on the performance, functionality, sales, or other aspects of cosmetics;
3. The name, preparation method, ingredients, efficacy or performance of cosmetics shall not be falsely exaggerated;
4. Cosmetics advertisements shall not promote medical effects or use medical terminology;
5. Cosmetics must not be guaranteed in the name of others or implied to mislead people about their effectiveness.
Example: Facial anti-aging; Shoulder soothing detoxification; Skin is 15 times translucent and fair; Seven days later, miraculously, bright white light appeared and other statements were made.
The above is a summary of how to avoid prohibited words in the cosmetics industry under the new advertising law. We hope that all businesses will remember not to make the painful mistake of "one word worth ten thousand gold" when promoting their products.
Tekes County Market Supervision Administration
December 4th, 2024
Source: Tekes County Market Supervision Administration
特克斯市监局提醒：化妆品、美容广告用语 “陷阱”
近年，不少职业打假人通过广告词吸金,抖音、美团等各大网团发布以下禁用词团购单，你是否中招？是否查询过你应用的广告词涉嫌虚假广告？
一、行业违禁词包括：
1.按功效分类：祛(去)黄、祛(去)斑、去(祛)印、去(祛)皱、消除皱纹、去（祛）除皱纹、平皱、修复断裂弹性（力）纤维、提高肌肤抗刺激、化解死细胞、去除雀斑、抗辐射、抗紫外线、美白、亮白、润白、抗衰、排毒等；
2.按肤质分类：过敏、防敏、敏感、新生、换新、抗敏、修复、焕肤、焕然新生，适合所有肤质等；
3.按学术性词语分类：最高、最大、最强、极致、极限、强效、强力、抗氧化、特效、高效、全效、强效、速效、有机xx、专业xx、含xx精华、纳米xx等；’
4.夸张用语分类：全方位；全面升级；控油；安全；激活；活化；消除；彻底祛除等；
★注意：抗皱、紧致、控油、去角质、敏感肌等广告词语，需有功效评价实验报告方可宣称。
二、商品广告发布注意事项：
1.除不能使用绝对化用语外，还不能使用纯天然制品、无副作用等绝对化语言;
2.广告不得涉及化妆品性能或者功能、销量等方面的数据;
3.化妆品名称、制法、成份、效用或者性能不得虚假夸大;
4.化妆品广告不得宣传医疗作用或者使用医疗术语;
5.化妆品不得以他人名义保证或者以暗示方法使人误解其效用。
举例：面部抗衰；肩部舒缓排毒；肌肤15倍透亮白皙；7天后奇迹般呈现亮白光采等语句。
以上是针对化妆品行业如何规避新广告法违禁词的归纳总结，望各位商家在宣传产品时谨记，千万不要犯“一字万金”的惨痛错误。
特克斯县市场监督管理局
2024年12月4日
来源：特克斯县市场监督管理局