The State Administration for Market Supervision Targeting on “Appearance Anxiety”

On August 27, the State Administration for Market Supervision released the “Guidelines for Medical Beauty Advertising Enforcement” for public comment, focusing on combating “appearance anxiety”. Especially, advertisements should not inappropriately correlate poor appearance with negative evaluation factors such as “low ability,” “lazy,” and “poor” or inappropriately correlate good appearance with positive evaluation factors such as “high quality,” “hardworking,” and “successful.” It is worth noting that the draft also emphasizes that “food, health food, sterilized products, cosmetics to promote the therapeutic function of disease, or food other than health food claiming to have health functions” are also targeted. (Source: shuzhengkangxun)