On September 25, 2023, Shanghai Municipal Administration for Market Regulation (AMR) released the draft of Shanghai Cosmetics Industry Advertising Compliance Guidelines (hereafter referred to as the "Guidelines") for public consultation. On March 6, 2024, Shanghai AMR and Shanghai Municipal Medical Products Administration (MPA) released the finalized version, which became effective immediately.

The Guidelines applies to cosmetic manufacturers and operators who promote their cosmetics through various media and forms in Shanghai. 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

Annex: Classification Catalog of Efficacy Claims