On September 25, 2023, Shanghai Municipal Administration for Market Regulation (AMR) released the draft of Shanghai Cosmetics Industry Advertising Compliance Guidelines for public consultation. The Guidelines is applicable to cosmetic manufacturers and operators in Shanghai, including cosmetics registrants, notifiers, production enterprises, operators, and user units, who promote their cosmetics through various media and forms. The main contents of the Guidelines are as follows:

Chapter 1: General Provisions

Chapter 2: Establishment of a Comprehensive Management System

Chapter 3: Standardization of Efficacy Claims

Chapter 4: Standardization of Advertising Content and Forms

Chapter 5: Standardization of Live Streaming Marketing and Endorsement Activities

Chapter 6: Advertising for Products Targeting Specific Populations

Chapter 7: Supplementary Provisions