Takehome:
Japan released 2017 version of "Advertisement Guidelines for Cosmetics" in which a new chapter related to "advertisement of make-ups: permitted terminology" is newly added.
Japan updated the 2012 of the Guidelines (see more on CL). In the 2017 version, the newly added chapter instructs enterprise on claim requirements in advertisements. Main contents are as follow:
The scope of make-ups in this chapter include cosmetics used for the purpose of "changing the appearance" as per the definition of cosmetics in Article 2 of the Pharmaceutical Affairs Law. Examples are:
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foundations |
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White powders |
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Lipsticks |
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Eyebrow, cheek products |
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Nail products |
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Products having a color effect (such as talcum powder, lip cream, etc.) |
It is allowed to express both color and physical effects of make-ups in the advertisement. The expression used in the advertisement should be based on evidence data and facts, and should not deviate from the defined scope of cosmetics.
Examples for allowed make-ups effect expression in ads include:
- Claim the effects such as covering; concealing; making it difficult to see the flaw; skin will be made white; aging care, etc.
- Make the comparison of "before use" and "after use" to prove the effects such as colors of lipstick, foundation and eye shadow, etc. (it must be a comparison between real faces using genuine samples).
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