On September 25, 2023, Shanghai Municipal Administration for Market Regulation (AMR) released the draft of Shanghai Cosmetics Industry Advertising Compliance Guidelines (hereafter referred to as the "Guidelines") for public consultation. 1 On March 6, 2024, Shanghai AMR and Shanghai Municipal Medical Products Administration (MPA) released the finalized version, which became effective immediately. 2
The Guidelines applies to cosmetic manufacturers and operators who promote their cosmetics through various media and forms in Shanghai. The main contents of the Guidelines are as follows:
Chapter 1: General Provisions
Chapter 2: Establishment of a Comprehensive Management System
Chapter 3: Standardization of Efficacy Claims
Chapter 4: Standardization of Advertising Content and Forms
Chapter 5: Standardization of Live Streaming Marketing and Endorsement Activities
Chapter 6: Advertising for Products Targeting Specific Populations
Chapter 7: Supplementary Provisions
Annex: Classification Catalog of Efficacy Claims
1. Clarifying obligations of cosmetic manufacturers and operators, as well as required documents for advertising
Obligations of Cosmetic Manufacturers and Operators
Cosmetic manufacturers and operators bear legal responsibility for ensuring the authenticity and legality of the cosmetics advertisements they design, produce or publish by themselves or through consignment. They should:
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