Indonesia Releases Guidelines for Control of Cosmetics Advertising

To protect the public from misleading and disingenuous advertisements, Indonesia BPOM released “Technical Guidelines for the Control of Cosmetics Advertising” to standardize the advertising and to align with the current industry conditions.

The guidelines stipulate that the advertisement notification number holder bears full responsibility to monitor and ensure the legality of advertisements. The holder can only advertise cosmetics after obtaining marketing authorization in the form of notification.

The holder must ensure that the advertisement fulfils the following 3 requirements:

• Objective, to provide information in accordance with the reality
• Not misleading, to provide accurate and responsible information and take advantage of public concern over a health problem
• Complete, which includes a spot that reads “READ THE INSTRUCTIONS AND WARNINGS”, if required

Another mandatory requirement is that the advertisements must use the Indonesian language. Use of words, terms or slogans other than the Indonesian language is allowed so long as it can be understood by the target demographic.

With respect to the detailed wordings prohibited to use in the advertisement, the holders can refer to the appendix, which illustrates 6 matters prohibited in advertisements, such as language, norms, performers, data of research and statistics, testimonials and recommendations, statement related cosmetics claims, and lists the examples of statements of incompliant claims.