Expansion of advertising representation for cosmetics and quasi-drugs

No progress
Fifty-five efficacy claims were defined as permissible for cosmetics in Japan in 2000. In 2011, a further efficacy claim of "making fine wrinkles due to dryness less noticeable" was added to the list. Yet the scope of efficacy claims approved in Japan is still narrower than in Europe, which hinders foreign-made cosmetics based on the latest research and technology from entering the Japanese market. Sector associations are currently studying the efficacy claim of "prevention of ultraviolet ray-derived photo-ageing" which may lead to a further expansion. In recent years, the promotion of self-care and self-medication is required for the realization of healthy long-lived social. Routine care by cosmetics and quasi-drugs, such as moisturizing care for atopic skin and the use of sunscreen products to prevent skin cancer, plays an important role in maintaining health and preventing illness, but current advertising regulations do not admit to emphasize its importance.


  • Regulations related to advertising expressions should be eased so that the role of routine care products using cosmetics and quasi-drugs, such as health maintenance and disease prevention, can also be promoted.