What phrases are recommended not to use in cosmetics advertising?

The Ministry of Health is seeking comments on the draft Decree regulating the management of cosmetics (replacing Decree 93/2016/ND-CP regulating the conditions for cosmetics production), which proposes many new regulations on cosmetics advertising.

According to the draft new Decree on cosmetic advertising management, business establishments will be fully responsible for the content of product advertisements without having to carry out procedures to confirm advertising content with state management agencies.

However, the content of cosmetic advertisements must be consistent with the true nature of the product, in accordance with the classification, features and uses that have been announced according to the law. Advertisements must not mislead consumers into thinking that the product is a medicine or has a therapeutic effect.

Advertisements must comply with the classification, features and uses that have been announced according to legal regulations. (Illustration: Unsplash)

In addition, the Ministry of Health also issued prohibited acts in cosmetic advertising.

Accordingly, the Ministry strictly prohibits the use of images, names, costumes, letters, and articles of medical facilities, doctors, pharmacists, and medical staff as advertising tools; and posting information and images that are on the prohibited list according to the provisions of the Advertising Law.

Advertisements must not use language or images that are overly speculative, misleading, or that claim to have therapeutic effects or exceed the actual capabilities of the product.

Product features must not be presented contrary to the provisions of Appendix No. 25 of the draft Decree.

In particular, the draft regulation strictly prohibits the use of words and phrases that are therapeutic, exaggerated or absolutely affirmative in cosmetic advertising.

Accordingly, cosmetic advertising content is not allowed to use groups of words that are therapeutic or curative in nature such as "treat", "eradicate", "specialize in treating", "cure", "cure", "cure", "cure completely", "stop", "cut off", "stop", "reduce immediately", "reduce immediately", "reduce immediately", "cure immediately", "treat dermatitis", "reduce allergies", "kill fungi", "kill viruses", "remove scars", "reduce keloids", "clean wounds".

Exaggerated and unrealistic advertising phrases are also strictly prohibited in cosmetic advertising content such as "permanent melasma treatment in 7 days", "acne treatment, instant skin whitening", "melasma treatment cream", "100% natural cosmetics", "instant skin whitening", "super fast skin whitening".

Absolute affirmation or superior comparison words such as "top", "top of the line", "first", "choice", "high quality", "excellent", "wonderful", "extreme", "100% guaranteed/guaranteed", "safe", "best", "only", "the most"... are also not allowed to appear in cosmetic advertisements.

The draft also does not allow the use of phrases related to unpublished uses such as "stimulate hair growth", "grow eyelashes", "remove/reduce fat", "lose weight", "reduce body size", "prevent or stop hair growth", "stop sweating", "permanent tattoo ink".

In addition, all words, phrases that are equivalent or on the list are not accepted when announcing product features and names as prescribed in Part 2, Appendix No. 02 of the draft.

In addition, cosmetic advertisements are not allowed to use images of animals and plants on the list of endangered and rare species that are prioritized for protection according to the law.

According to the draft, the content of cosmetic product advertisements must include information including the name of the cosmetic product; features and uses of the cosmetic product; name and address of the organization or individual responsible for bringing the product to market; and warnings according to the provisions of international agreements.

Advertising cosmetic products in newspapers and television must clearly state the name of the cosmetic product; the features and uses of the cosmetic product; and warnings according to the provisions of international agreements.

Source: https://dantri.com.vn/suc-khoe/nhung-cum-tu-nao-duoc-de-xuat-khong-su-dung-trong-quang-cao-my-pham-20250523163045164.htm