After years of development, the target group of Japanese cosmetics has expanded from young people to the elderly to children, and the level of consumers has continued to improve. But the advertising problems that came with it, such as exaggerated or false claims, have also been exacerbated. Such illegal acts not only undermine consumer trust and reduce sales, but also face severe penalties from the government, which imposes a fine equivalent to 4.5% of sales on illegal products based on its administrative discretion.
Therefore, complying with the laws and regulations related to cosmetics advertising in Japan, such as the Pharmaceutical and Medical Devices Law, the Guidelines for Cosmetic Advertisements 2020 formulated by the Japan Cosmetics Industry Association, etc. is of significant importance for companies to conduct cosmetics business in Japan.
This webinar will introduce the current advertising regulations, supervision, essential advertising claim requirements, etc. and analyze some advertising cases, offering a preliminary overview for stakeholders that want to advertise cosmetics in Japan.