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[Updated] Indonesia Implements New Technical Guidelines for Cosmetics Advertising

The finalized Guidelines adds three advertising media and new requirements for advertising contents, clarifies supervision methods, and modifies administrative sanctions for non-compliant advertisements.

Editor’s Note: This article was originally published on Jan. 6, 2021, and was updated on Dec. 22, 2021, as per the latest developments.

On Dec. 13, 2021, Indonesia released and implemented the finalized Technical Guidelines for Cosmetics Advertising (hereafter referred to as “the finalized Guidelines”), replacing the previous 2016 version. 1 Business actors (including those companies that published advertisements before Dec. 13) must update the advertisements to comply with the finalized Guidelines before Jun. 13, 2022.

Compared with the second draft released in Dec. 2020, the contents in the finalized Guidelines are not changed much. The changes made in the finalized Guidelines on the basis of the second draft are marked in red in the following article.


One year after the release of the first draft Technical Guidelines for Cosmetics Advertising, Indonesia BPOM drafted the second version for public consultation on Dec. 16, 2020. 2 The second draft stipulates the compliance requirements for cosmetic advertising contents, advertising media, supervision methods, administrative sanctions, etc.

Main Amendments

In Indonesia, cosmetics can be advertised after obtaining approval of notification. Notification number holders are responsible for monitoring and ensuring the compliance of advertisements. In comparison to the previous 2016 version, there are several primary amendments as follows:

1. Adds three advertising media

Cosmetic advertisements published and displayed on advertising media shall be subject to supervision. Advertising media includes but not limited to the following:

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