First look at the requirements of the regulations on publicity claims

 

"Measures for the Administration of Cosmetics Labels"

 

Article 1 (legislative purpose) In order to strengthen the supervision and management of cosmetic labels, standardize the use of cosmetic labels, and protect the legitimate rights and interests of consumers, these Measures are formulated in accordance with the "Regulations on the Supervision and Administration of Cosmetics" and other relevant laws and regulations.

 

Article 2 (Scope of Application) These Measures shall apply to the label management of cosmetics produced and traded within the territory of the People's Republic of China.

 

Article 3 (Definition) The term “cosmetic label” as mentioned in these Measures refers to the product packaging container, packaging box, instructions attached to the product, and the basic information and attributes attached to the packaging container, packaging box and instruction manual to identify and describe the product. The general term for characters, symbols, numbers, patterns, etc. of features and safety warnings.

 

Article 18 (Innovative terms) If the cosmetic label has not been widely used by the industry and is not easy for consumers to understand, but it is not an innovative term that is prohibited from labeling, its meaning should be explained in the adjacent position.

 

Article 19 (Efficacy Claim Basis) The efficacy claims in cosmetic labels shall have sufficient scientific basis, and the scientific basis for cosmetic efficacy claims includes relevant research data, efficacy evaluation data or literature materials. Sources of research data include human testing, in vitro testing, consumer use testing, and other scientific research trials.

 

If the efficacy of the raw material is declared in the cosmetic label, it should be consistent with the purpose of using the raw material in the product formula, and the added amount of the raw material in the product formula should not be lower than the effective amount to make the product achieve the declared efficacy.

 

The evaluation of product efficacy claims shall be carried out in accordance with the guiding principles for the evaluation of cosmetic efficacy claims published by the drug regulatory department of the State Council. If the efficacy of the product is claimed to be tested by an inspection agency with the corresponding qualifications for the safety and efficacy of cosmetics, and the test results are considered objective and effective, the efficacy can be marked on the product label as "evaluated and verified".

 

Article 20 (Publication of Efficacy Claims Basis) The abstract of the scientific basis for the efficacy claim in the cosmetic label shall be published on the website designated by the drug regulatory department of the State Council, and the content of the abstract shall at least include the purpose, method, result, conclusion and evaluation of the efficacy evaluation Institutional information and abstracts should meet the requirements of the guidelines for cosmetic efficacy claims.

 

Article 21 (Prohibition of Labeling or Claiming) Cosmetic labels are prohibited from labeling or claiming the following:

 

(1) Using medical terms, names of medical celebrities, words describing medical effects and effects, or approved drug names to expressly or imply that the products have medical effects;

 

(2) Using false, exaggerated or absolute words to make false or misleading descriptions;

 

(3) Misleading consumers by using terms or mechanisms that have not been widely accepted by the scientific community or fabricating concepts by belittling legitimate products or raw materials;

 

(4) Misleading consumers by using trademark, font size, color difference, homophonic or suggestive words, graphics or symbols;

 

(5) Explicitly or implicitly misleading consumers to confuse cosmetics with food, medicine, etc. through product properties, appearance, etc.;

 

(6) Using patterns, homonyms, font color and size, etc. to imply the medical effect of the product or the effect that the product does not have;

 

(7) Implying that the product does not actually have or is not allowed to have the declared efficacy by declaring the function of the raw materials used;

 

(8) Ordinary cosmetics claim to have special cosmetic-related effects, or non-cosmetics make consumers mistakenly believe that they are cosmetics by marking the cosmetic-related license or record number;

 

(9) Using labels, awards, etc. that are not recognized by the drug regulatory department or the certification and accreditation department of the State Council to make claims and terms related to the safety and efficacy of cosmetics;

 

(10) Using the names and images of state organs, public institutions, medical institutions, public welfare institutions and other units and their staff as proof or recommendation;

 

(11) Containing promises such as "underwriting by insurance company" and "invalid refund";

 

(12) Labeling vulgar, feudal superstition or other content that violates social order and good customs;

 

(13) Other contents prohibited by laws, administrative regulations and mandatory national standards for cosmetics.

Prohibited words prohibited in cosmetic filing/copywriting

 

Beyond the Definition of Cosmetics

 

Functions beyond the definition of cosmetics

Warm, warm, hot, smoked, healthy, private, soothe tight skin, private, private, private, private, private, private, adsorption of lead and mercury, luxury care, warm living, warm living, warm living, warm raise etc.

 

Feudal superstition vulgar

 

A unique title in the feudal era, a vocabulary that does not conform to the mainstream socialist values ​​such as public order and good customs

 

Demons, gods, pills, demons, witches, ghosts, souls, elixir, poisons, goblins, monsters, hexagrams, evil spirits, gods, elixir, nudes, bring good luck, enhance sixth sense, dissolve villains, and increase career luck , attract wealth, health and wealth, improve luck, help career, protect the body, balance positive and negative energies, eliminate mental stress, reconcile air pressure, turn bad luck into luck, turn around in time, prosper in everything, prosperous people, prosperous wealth, help auspiciousness avoid Fierce, turn rich and recruit blessings, etc.

 

Claiming products in the name of others (including medical celebrities) and state agencies

 

Under the guise of others or organizations, consumers increase their trust in product quality.

 

Bian Que, Bethune, Shennong, Zhang Zhongjing, Li Shizhen, Sun Simiao, Nightingale, Hua Tuo, national, international, agency, statistics, brand, supervision, quality inspection, inspection, testing, testing, special supply for national XX agencies, national XX Recommended by agencies, brands listed on CCTV, brands listed on CCTV, Chinese Academy of Sciences, etc.

 

Falsely exaggerating and belittling competing products

 

Exaggerating claims of product properties, efficacy or raw materials using extreme terms or homophony;

 

Take not having, not including, emphasizing that there is no certain characteristic as a propaganda point;

 

Condition that makes consumers believe that the product is superior to the competition.

 

Specific numbers from 1 to 100, pure, natural, super, prevent, divide, absolutely, first, top, crown, special, giant, extremely, enjoy, speed, instant, most, odd, strong, lasting, zero, none, 0 , low, no, no additives, natural zero burden, zero allergy, excellent, non-toxic, first, no additives, no added mineral oil formula, no added preservatives, no fragrance, first, first, first , First Choice, Top, Premium, Completely Clear, Anti-allergic, Magical, Efficient, Full, Miracle, Quick, Special, Peeling, Extreme, Best, Excellent, Zero Burden, Zero Defect, No Allergy, Unique, No Spot, No irritation, safe and non-irritating, no side effects, no burden, no trace, flawless, infinite, incomparable, the most beautiful, favorite, no heavy metals, six major no additives, no alcohol additives, no ammonia, no silicon, no certain Raw materials, no added lead, mercury, arsenic, no silicone oil, no fragrance, no fragrance, no oil, no coloring, 100%, pure natural, natural pure, natural extraction, pure plant, hundred medical, herbal, mild and non-irritating, extraordinary , super strong, thorough, completely, etc.

 

Medical terms, medical biology terms

 

Medical terms, homophonic misleading as medical terms, specific operation steps and names related to treatment, medical role names; biological physiological terms

 

Tonic, prevention, elimination, oxygen, fatigue, symptom, pain, inflammation, pain, tooth, sensitivity, prescription, suffering, treatment, acupuncture, moxibustion, potting, circulation, conditioning, medicine, healing, scar, medicine, poison, meridian, collaterals, veins, cracks, bacteria, mites, growth, proliferation, synthesis, enzymes, soft sensitivity, allergy relief, veins, active collaterals, micro-filling, medicine, moxibustion, imperial doctor, Tai Chi, military doctor, prescription, red blood, boils, Hair follicles, athlete's foot, tinea corporis, swelling, inflammation, chlorosis, skin infection, hypnosis, periodontal/pericoronal/gingival/alveolar abscess, kidney-tonifying, areola, joints, health preservation, resistance, moisturizing specialist, doctor, Tibetan prescription, promoting blood circulation , treatment, detoxification, cold, unilateral, ancestral prescription, imperial prescription, secret recipe, 120, free radicals, hormones, hormones, eye bags, redness, genetics, physiology, stretch marks, alopecia areata, cysts, myalgia, five elements, Central nervous system, traditional Chinese medicine, medicinal materials, traditional Chinese medicinal materials, traditional Chinese medicine family, traditional Chinese medicine, Langzhong, pharmacy, pharmacist, traditional Chinese medicine family, traditional Chinese medicine, prescription, infection, skin damage, stasis, heat prickly heat, itching, itching, cold, insomnia, soothing Sleep, diabetes, moisturizing, soothing, soothing, soothing, dredging, clearing, clearing, smoothing, warming, relaxing, endocrine, complexion, dredging, meridians, dredging, dredging essential oils, relaxing meridians, feet Moisturizing the body, soothing the body, soothing, smoothing, penetrating, desensitizing, desensitizing, micro-rectification, micro-sculpting, curative effect, course of treatment, herbs, prescriptions, ointments, active ingredients, medicinal properties, medicinal liquid, medicinal use, scraping, acupuncture, moxibustion, mud moxibustion, guaiac, hospital, medical treatment, doctor, famous doctor, physician, medical prescription, healing, qi, vitality, regeneration, rebirth, itching, healing, healing, skin healing, skin treatment, herbal medicine , Chinese herbal medicine, blood vessels, gossip, alopecia totalis, scar, scar, boil, scabies, carbuncle, rash, urticaria, menstrual pain, headache, acne marks, acne scars, marks, dermatitis, anti-seborrheic dermatitis, seborrheic dermatitis, Anti-inflammatory, anti-inflammatory, redness, constipation, beriberi, rosacea, seborrhea, pustules, facial pimples, onychomycosis, onychomycosis, skin diseases, papules, eczema, sores, sore folliculitis, folliculitis, disease, ringworm, Onychomycosis, psoriasis, tinea capitis, tinea capitis, wounds, burns, scalds, lesions, plaques, freckles, pathological freckles, indigestion, asthma, bronchitis, periodontitis, pericoronitis, bleeding gums, bacteria, cells, Stem cells, metabolism, consolidating, consolidating the source, consolidating the root, nourishing blood, nourishing qi, nourishing oxygen, (treatment) rosacea, soothing shoulder and neck, dark circles, nipples, groin, uterus, ovary, liver, kidney, Oral cavity, nasal cavity, nodules, hidden parts, special parts, nourishing the brain, nourishing the feet, shoulder and neck maintenance, maintaining the body, health care, prolonging life, warming the body, cosmeceuticals, calming, calming and soothing, calming, refreshing, soothing, redness reduction, A layer desquamation, scars, biochemical, dermis, ancient fragrance, myogenic, red cross, first aid, rescue, dehumidification, dehumidification, dry eyes, eye relief, introduction, cracking, chapped, prescription, compound, home remedies, Korean Prescription, Chinese prescription, Miao prescription, Mongolian prescription, Uygur prescription, ancient prescription, qi, nurse, activation, clearing, anti-allergic, qi-regulating, diuretic, clinical observation, beauty tendon, tendon therapy, prevention, barrier, immunity, skin sensitization , sensitive, skin allergies, sensitive skin, sensitive skin, yang recovery, detoxification, purification and detoxification, internal regulation and external nourishment, removal of toxins, heat-clearing and detoxification, detoxification, expelling cold and detoxification , Repel cold, remove scar, pigment, remove prickly heat, remove wind, etc.

Medical books, drug names

 

Names of medical books and medicines

 

Prescription, Dan, Pill, Agent, Powder, Capsule, Lotion, Cream, "Emperor's Internal Classic", Pi Yanping, "Compendium of Materia Medica", "Reformation of Yan's Jisheng Prescription", Fumeiling, Pikang Cream, Skin Leshuang, etc.

 

Situations prone to confusion with special-purpose cosmetics

 

Functions or parts beyond the definition of non-special use cosmetics

 

Plastic, thin, slender, smelly, chest, loose, stiff, white, dyed, spotted, yellow, warped, sculpted, firm, perm, strong hair, black hair, black hair, dark hair, hair growth, easy Whitening, whitening, whitening, lightening of skin tone, spot removal, dullness, scar removal, sun exposure, sun exposure, radiation protection, green thinning, face thinning, thin legs, light cream, weight loss, easy slimming, slimming, Slim body, slim body, slim legs, slim posture, face sculpting, body sculpting, sculpting, beauty sculpting, beauty sculpting, body firming, fat-clearing, fat-burning, fat-dissolving, slimming, body, curves, curvy, body, Best body health, pretty, breast enhancement, charming breasts, plump (breast products), breast enhancement, firmness, plump breasts, breast expansion, plump enhancement, hair growth, hair regrowth, dense hair, hair coloring, natural hair coloring, black hair, Hair Removal, Midohey (used for shampoo and hair care products), strong root building, strong root hair, solid root, hair regeneration, hair growth, hair fixation, anti-hair loss, anti-hair loss, pathological hair loss, spillage Sexual alopecia, seborrheic alopecia, broken hair, black hair nourishment, weight loss, bodybuilding, slimming, shaping, liposuction, liposuction, exquisite, beautiful milk, Feng Yun, beautiful milk proud rhyme, special silk, black hair , black thick health, baldness, plump eyebrows, eyebrows, light marks, snow skin (skin), snow face, quick white, one wash white, white Fumei, whitening, lustrous white, moisturizing, white, pure white, white tender, fair , Brightening, whitening, skin whitening, deodorant, foot odor removal, melanin, spot-refining, spot lightening, spot removal, darkening, discoloration, imprint repair, scar repair, scar removal, net imprinting, Removal of printing, removal of printing, removal of scars, sun protection, strong sun protection, sun exposure, no color spots, fearless sunlight, isolation of sunlight, anti-ultraviolet rays, radiation, cold effect, waist tightening, large and small white, etc.

 

E-commerce platforms such as Tmall and JD.com are often cracked down on banned words

 

Brighten skin tone, brighten skin tone, even skin tone, remove dullness, radiance and translucency, reduce dullness, radiance fairness, flawless skin, purify flawless, lighten blemishes, even and brighten, gradually clear, whiten, whiten, whiten, Whitening, dullness improvement, blackening and whitening, ice skin, yellowing, pores shrinking, depth, vitality, acne marks, blackheads and wrinkles removal, acne marks improvement, acne marks deep removal, vitality enhancement, moisture lock, micro No blemish, no chemical additives, safe, long-lasting, deep, magical, beautifying holy product, super hydrating, high gel, dark circle removal, super value, 3 pieces per cycle, perfect match, hair circumference, layer by layer, recovery , cycle, leading, goose skin, reappear, remove, go goose skin, solve the problem of water shortage, dilute melanin, shrink large pores, lock water, penetrate into the bottom of the skin, continuous, lasting, restore elasticity, improve dull skin, quickly , Open up skin absorption channels, provide plump moisture, water texture, improve skin tone, balance oil, layer by layer penetration, deep, deep into the bottom of the skin, peeling cleaning, reverse time, restore .. elasticity, penetrate deep into the bottom of the skin, promote water circulation, improve Dark circles, relieve eye pressure, reduce eye fatigue, can breathe, break through the traditional, analog... principle, invisible pores, isolation and protection, skin evenness, before the look, all day without makeup, no oil, prevent dull skin tone , Continuous, penetrate and replenish moisture from the inside out, dilute dark circles, eye bags, brighten the eye area, brighten the face, promote collagen synthesis, enhance skin vitality, promote skin collagen synthesis, anti-oxidation, enhance skin vitality, shrink pores , strong adsorption, relieve skin oxidation, shrink pores, lighten acne marks, improve water and oil balance, unique, improve dullness, restore flat lines, restore youthfulness, tenderness, effectively resist free radicals, unclog pores, clear Translucent texture, magic, non-fading, incomparable, improve dull skin around lips, top, lighten dull skin around lips, lighten melanin pigmentation spots, even lip color, popular all over the Internet, genuine, professional, leading brand, leading sales, word of mouth King, smoothing the rough skin of the legs, uneven black and white, showing attractive legs, Chinese, promoting wound healing, promoting the production of collagen and elastin, "private part", "private part", private part related, go to Goosebumps, keratosis around the hair, goosebumps, goosebumps, related to chicken skin removal, make skin glow xx, restore skin to xx state, prevent foot odor, snow skin, shrink pores, relax wrinkles, soothe fine lines, snow Facial, soothing, repairing, exfoliating, removing dry and aging skin on the surface of the skin, can only be used in products with cleansing functions, anti-wrinkle, lightening fine lines, oil control, acne can only be used in skin care, beauty, and cosmetic products

 

 

Prohibited words commonly used on other platforms and official websites

 

absolute terms

 

The most uniform, the most balanced, the most concise, the most economical, the most practical, the most charming, the most authentic and the most authoritative, NO.1, the most, gentle, the most delicate, the most, the latest and unique, the cleanest, the most unprecedented, the brightest, the top extreme , the most suitable, the most convenient, the largest, the most delicate, the first original, the deepest, the most HOT nowadays, the closest, the most guaranteed, the most intensive, the most suitable, the latest research, the most famous, the first, the top, National, minimum, maximum, maximum, degree, special, best, softest, purest, most natural, most professional, most reasonable, thinnest, most worthy, trustworthy, most common, most comfortable, extreme, Unique, first on the whole network, most suitable, most obvious, top, most fashionable, best, most intimate, exclusive, latest, most approachable, most comfortable, king, most comfortable, unique, most warm, favorite, best, Most Convenient, Best, Preferred, Most Popular, Most Unique, Most Extensive, Most Outstanding, Most Popular, Most, Newest, Preferred Exclusive, Most Favorite, Strongest, Most Intuitive, Most Original, Most Excellent, Best 1. The best-selling, comprehensive, unique, the most beautiful, the healthiest, the most gentle, the most popular, the lowest, the oldest, the most suitable, the most commonly used, the simplest, the most attentive, the most convenient, the gentlest, the best, the most sensitive Interest, most promising, most perfect, top, most advanced, unique, most rigorous, extreme, most environmentally friendly, most recent, freshest, safest, most labor-saving, high-quality, first-line, most realistic, most satisfying, most The most concise and clear, the most rigorous, the first, the original, the most important, the highest, the first, the most natural, the minimum, the first, the most scientific, the most advanced, the lightest, the most dynamic, the favorite, the most perfect, the warmest, The most considerate, the most ideal, the happiest, the most fit, the first, the most organic, the most relaxed, the easiest, the safest and most comfortable, the exclusive development, the exclusive design, the coolest, the most extreme, the most sexy, the best, the most fashionable

 

False / exaggerated propaganda words

 

Super, prevent postpartum uterus from cold, prevent visceral sagging, anti-oxidation, sterilization, anti-aging, keep cells in a moist and plump state, improve skin immunity, relieve back pain, promote lochia discharge, puzzle, nourish muscle cells , Promote cell regeneration, supplement collagen and amino acids, supplement collagen, help skin elastin formation, reduce melanin production, anti-allergic, anti-mite and sterilization, anti-allergic, anti-allergic, anti-virus, skin activation, postpartum O-shape Legs, postpartum back pain, etc., anti-inflammatory and pain relief, lightening macular, inhibiting pigmentation, anti-allergic, preventing pregnancy syndrome, promoting blood circulation of wrist, illegal publicity effect, accelerating cell metabolism, lightening spots, blocking melanin, blocking melanin, Improve microcirculation, sterilization and anti-mite, cell regeneration, prevent and reduce stretch marks, effectively prevent stretch marks, reduce chloasma, reduce fine lines, improve intestinal protective function, prevent colds, relieve fatigue, and promote the metabolism of human body surface cells , Removing mites, the most economical, sterilizing, reducing colds, preventing allergies, improving IQ and EQ, etc., health care, reducing morning sickness, reducing morning sickness rate, promoting uterine contractions, preventing pregnancy syndrome and promoting blood circulation. Inhibit melanin, prevent colds, reduce colds, keep away from colds, relieve muscle fatigue, protect female uterus, plump and hydrate skin cells, reduce melanin deposition, improve free radical damage, neutralize free radicals, promote collagen synthesis and elastin synthesis , Strengthen baby's resistance, improve resistance, stimulate cell renewal, sterilize, resist colds, improve sleep, whiten, brain development, etc., promote growth and development

 

Illegal propaganda efficacy, curative effect words

 

Improve lung function, lose weight, promote deep sleep, prevent breast sultry and produce breast inflammation, relieve wound pain, relieve back pain, promote correct pelvic healing, stay away from diseases, relieve shoulder and leg fatigue, relieve leg fatigue, improve sleep quality , Relieve physical discomfort, reduce chloasma, promote bone development, shape healthy head shape for baby, prevent and correct head deviation, not easy to constipation, protect baby's eyesight, improve baby's own protection, eliminate fatigue, constipation, etc., improve blood circulation, Reduce colds and colds, enhance resistance and immunity, prevent anemia, maintain health, ensure intestinal microecological balance, clear heat and detoxify, promote reordering of epiphyseal cartilage tissue, prevent eczema, sedative, hypnotic, antitussive, increase appetite, soothe the eyes Body fatigue, health care, promote baby's brain development, beautify skin, anti-allergic, anti-oxidation, prevent mastitis, thin legs, anti-aging, prevent sagging of internal organs, protect internal organs, prevent mastitis, relieve breast tenderness and tenderness Pain, anti-inflammatory, improve sleep, promote the metabolism of epidermal cells, prevent baby skin allergies, sterilization, avoid baby colds, keep away from colds, reduce colds, health care, enhance baby's resistance and immunity, prevention and treatment of lumbar spondylosis, inhibit melanin, Promote intellectual development, promote the development of baby's brain, cerebellum, etc., improve constipation, prevent respiratory infections, etc., help brain development, help resistance, infant formula milk powder product information shall not express or imply that it has intellectual properties and increases resistance Or immunity, intestinal protection and other functions as well as health care, promote wrist blood circulation, prevent osteoporosis and rickets, promote blood circulation, speed up blood and metabolism, relieve low back pain, expel fat, relieve fatigue, relieve edema, improve Sleep, help digestion, prevent colds from air conditioning, promote lochia discharge, relieve skin inflammation, prevent pregnancy syndrome, prevent abnormal fetal position, detoxification, prevent umbilical hernia, prevent gynecological inflammation, compare and depreciate products of other manufacturers, prevent stones, improve Immunity, intellectual development, eyesight and concentration, promoting qi and blood circulation, etc , Improve baby's brain development

QA

 

Q: How can it be identified as false advertising?

 

A: Article 28 of the "Advertising Law" stipulates that advertisements that deceive or mislead consumers with false or misleading content constitute false advertisements. An advertisement that falls under any of the following circumstances is a false advertisement:

 

1) The commodity or service does not exist; 2) The performance, function, origin, use, quality, specification, composition, price, manufacturer, expiration date, sales status, honors and other information of the commodity, or the content, provision of the service Information such as seller, form, quality, price, sales status, honors received, and promises related to goods or services are inconsistent with the actual situation and have a substantial impact on the purchase behavior; 3) Use fictitious, forged or unverifiable information 4) Use false or misleading content to deceive or mislead consumers with false or misleading content. situation.

 

Q: Can the product be promoted with the words exquisite, excellent, high-quality, exquisite, high-end, high-end, high-end, luxury, atmosphere, and classic?

 

A: Such terms are not clearly defined as absolute terms, but they must be combined with the context, and the description must conform to the principle of authenticity.

 

Q: What are the precautions for the referenced data?

 

A: Advertising uses data, statistics, survey results, abstracts, quotations and other citations, which should be true and accurate, and indicate the source. If the cited content has the scope of application and validity period, it should be clearly stated.

 

Q: Is it possible to use star pictures, trademark logos, and cartoon images on the details page to promote products?

 

A: Citizens have portrait rights to their own portraits. Without their consent, citizens' portraits may not be used for profit. The use of star images in the details page is for commercial use and requires the authorization of the star's portrait; the trademark registrant is legally entitled to You have the right to the trademark logo. If you need to use the trademark for publicity, you need to obtain the authorization of the trademark owner; the creator of the animation image has the copyright in accordance with the law. If you need to use the animation image for publicity, you need to obtain the authorization of the copyright owner.

 

Q: What do you need to pay attention to when promoting product gifts?

 

A: If it is indicated in the advertisement that the products or services to be promoted are accompanied by gifts, the type, specification, quantity, time limit and method of the accompanying gifts or services shall be clearly indicated.

 

Q: Can the first brand in the industry, the first brand in the whole network and other similar promotions be used?

 

A: The State Administration for Industry and Commerce once identified in the case approval that "the first brand" is an absolute term with the same meaning as "national level", "highest level" and "best"

 

Q: Are there any rules for advertising content?

 

A: The "China Time-honored Brand" logo is applicable to "China Time-honored Brand" enterprises or brands recognized by the Ministry of Commerce (hereinafter referred to as "China Time-honored Brand" enterprises). Enterprises or individuals that have not been identified as "China Time-honored Brand" shall not use the "China Time-honored Brand" logo and text.

 

Q: What should be paid attention to in alcohol promotion?

 

A: Alcohol advertisements shall not contain the following contents: 1) Induce or encourage drinking or promote uncontrolled drinking; 2) Acts of drinking; 3) Show driving activities such as driving a car, boat, or plane; 4) Expressing or implying that drinking can relieve tension and anxiety, increase physical strength and other effects.

 

Q: Can the product details page use doctor, expert photos and text descriptions?

 

A: Food, health food, medical equipment, medicine, medical treatment, seeds, pesticides and other categories are not allowed to recommend products in the name of a specific institution or doctor; if the efficacy involves the above categories, cosmetics are added, and the name or image of experts and consumers shall not be used. prove.

 

Q: Is it possible to use user evaluations, reality shows, etc. to promote the efficacy of cosmetics?

 

A: The law prohibits the use of guarantees in the name of others or misunderstood the effectiveness of cosmetics by implied methods. If user reviews or reality shows contain cosmetic effects, they shall not be used.

 

Q: Can all cotton and pure cotton be used?

 

A: Relevant test/inspection reports or patent certificates must be provided, and the accuracy of the product information introduction must be guaranteed.

 

Q: Can the words "preferred, essential" be used?

 

A: The words have the orientation of absolute propaganda, and it is not recommended to use them.

 

Q: Are special, first and other grades available for description?

 

A: If the product category has an industry standard, the marked grade should be consistent with the industry standard. Not recommended if there is no industry standard for the grade.

 

Q: "Initial" describes innovative technology, can it be used for product promotion?

 

A: You need to provide a valid patent certificate, indicating the patent number and patent type.

 

Q: Can the product be advertised using "e-commerce special supply" and "online special supply"?

 

A: If the sales channel of this product is really only sold online, it can be described truthfully and accurately.

 

Q: Can currency detectors or wallets be advertised in RMB?

 

A: No, please refer to "Administrative Measures for the Use of Renminbi Patterns" for details.

 

Q: Can the sterilization and disinfection effect of the product be described?

 

A: If the "Weixiaozi" document number is provided to prove that the product has this function, it can be described truthfully and accurately.

 

Q: Is the expression of basic information about products involving minimum temperature, maximum power, capacity, and minimum noise an absolute word?

 

A: If the product performance can meet the specifications and quality advertised by the product, it can be described truthfully and accurately.

 

Q: Can English slogans, Q bombs, and traditional Chinese characters be used?

 

A: It is suggested that standard Chinese characters should be used in advertising language.

 

Q: Is "only" a limit word?

 

A: The use of "only" needs to be combined with the context. From a general point of view, the risk of being identified as an absolute term is relatively high.

 

Q: Can "XX star same style" be used?

 

A: No celebrity's likeness or name may be used for commercial promotion without the celebrity's authorization.

 

Q: Can the product be described as "food grade"?

 

A: If the product field has food-grade standards and the quality inspection report shows that the product meets the food-grade standards, if the plastic bottle meets the "Hygienic Standard for Polyethylene Molded Products for Food Packaging", you can use "food-grade" to promote the plastic bottle ; If there is no food-grade standard in the field of the product or the product does not meet the existing food-grade standard, the use of "food-grade" to promote the product is not allowed.

 

Q: Can "Puzzle" be used for promotion in the toy category?

 

A: If the name of the toy itself is "educational toy" and has a registered trademark, "educational" can be used in the product name as it is, but the effect of "educational" cannot be directly used in the description of the product.

 

Q: Should a product with low toxicity be excluded from the details page?

 

A: According to the Consumer Protection Law, consumers have the right to know the ingredients and properties of products. If the product has certain toxicity, it should be explained in the details page, and a warning should be added in the corresponding position.

 

Q: Can the product advertise "XX product certification"?

 

A: The premise is that it needs to be authentic and validly certified. Without certification, the promotion of products using such terms is not permitted.

 

Q: Can the word "secret" be used in health food promotion?

 

A: Health food cannot use secret words for product promotion.

 

Q: Can cosmetics promote the effects of hair growth, hair dyeing, perm, hair removal, bodybuilding, beauty milk, deodorant, sunscreen, whitening, freckle removal, lightening, melanin inhibition, and melanin production prevention?

 

A: Ordinary cosmetics are not allowed to use the above words for publicity, but if the approval for special-purpose cosmetics is obtained, they can be publicized according to the special purposes stated in the certificate.

 

Q: Can cosmetics be advertised as anti-wrinkle, lightening fine lines, and moisturizing?

 

A: Merchants can advertise products based on the efficacy in the product instruction manual filed with the health administrative department. The efficacy of the product that is not indicated in the instruction manual cannot be advertised.

 

Q: Can cosmetics promote anti-allergy, prevent skin diseases, prevent colds, enhance immunity, and promote digestion?

 

A: Medical terminology or propaganda that has medical effects is not allowed in cosmetic promotions.

 

Q: Can cosmetics use promotional words such as "detoxification" and "improvement of skin resistance"?

 

A: Ordinary cosmetics shall not advertise special-purpose efficacy, medical effects, or use medical terms.

 

Q: Is it possible to use promotional terms such as "natural" and "no additives"?

 

A: If the product does not match the description of the promotional terms such as "natural" and "no additives", but the use of such promotional terms is false or misleading, there is a risk of violating the principle of authenticity stipulated in the Advertising Law. constitute false advertising.

 

Q: Is it possible to use promotional words such as "anti-fatigue", "refreshing the mind", "eliminate fatigue", "anti-allergic" and "helps to fall asleep quickly"?

 

A: The above terms are functional terms or medical terms and cannot be used in general product promotion.