Guidelines for Health Food Brand Endorsement

On February 7, the Shanghai Administration for Market Regulation issued “Compliance Guidelines for Commercial Advertising Endorsement Activities”, which not only clarifies the definition of advertising endorsers and advertising endorsement activities, but also specifies a list of 21 negative advertising endorsement conducts. Among them, the Guidelines stipulate that medical procedures, medicine, medical device, health food, and special medical use formula food advertisements shall not use advertising endorsers as recommendations or proof. Moreover, food advertisements shall not use food inspection agencies or food industry associations to make recommendations to consumers. (Source: shuzhengkangxun)