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Advertising Requirements for Children's Cosmetics

Children Cosmetic Advertisement

On October 17th, in order to standardize the advertising of children's cosmetics and protect the legitimate rights and interests of parents and children, the Beijing Municipal Administration for Market Regulation introduced several important matters that should be noted in the advertising of children's cosmetics:


Children's cosmetic advertisements should set the right promotional orientation

Children's cosmetic advertisements shall not contain negative value orientation such as "soft pornography", "discrimination", "appearance anxiety", etc., violate children's pure nature, and harm the physical and mental health of minors.


Do not express or imply that the product has medical effects

According to Article 43 of the Cosmetics Supervision and Administration Regulations (CSAR), the content of cosmetic advertisements shall be true and legal, and shall not express or imply that the product has medical effects.


Do not contain words such as "food grade" or "edible" or misleading patterns related to edible food

According to Article 13 of the Provisions for the Supervision and Administration of Children's Cosmetics, children's cosmetic labels shall not contain words such as "food grade", "edible", or food-related patterns.


Do not use words such as "gene technology" or "nanotechnology", and do not promote content that exceeds the efficacy of children's cosmetics

According to Article 7(1)(2) of the Provisions for the Supervision and Administration of Children's Cosmetics, phrases such as "gene technology" and "nanotechnology" cannot be used for promotion in children's cosmetic advertisements. At the same time, advertisements for children's cosmetics shall not promote the efficacy of products that are inconsistent with the purpose of using children's cosmetics, such as anti-spot and whitening, anti-acne, hair removal, deodorization, dandruff removal, anti-hair loss, hair dye, and hair perm, etc.


In addition, according to the Provisions for the Supervision and Administration of Children's Cosmetics, children's cosmetics under application for registration or filing must be labeled with "Little Gold Shield". It is the logo of children's cosmetics, but not a quality certification mark. When using the "Little Golden Shield" logo in children's cosmetics advertisements, it is not allowed to link the "Little Golden Shield" logo with words such as obtaining national approval and quality certification, to confuse the meaning of the "Little Golden Shield" logo, and to imply that the product has been approved by regulatory authorities or certified for quality and safety.


If you have any questions related to the children's cosmetic filing, please contact us via info@enter-co.com.

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