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China Clamping Down on False and Misleading Cosmetic Advertisements

Amidst the backdrop of a recent clampdown on false advertising in which several companies were sanctioned, and public warnings were issued, cosmetic companies have also been reminded of the consequences of using incompliant claims in advertisements and on product labels. According to China’s cosmetic supervision plan, a quantitative rating system will be established for cosmetic companies. Companies with a track record of non-compliance will be the subject of more stringent supervision in the future.

On Nov 15, Chongqing MPA announced that two cosmetic companies were penalized for false advertising, and one of them was levied a heavy fine of 200 thousand RMB. The false advertising mainly involves the use of false efficacy claims e.g., "make skin reborn within eight days regardless of age or skin condition" and inconsistency between the product functions advertised and the product formula, e.g., advertising a cosmetic ingredient, that was not used in the final product.[1]

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