化妆品广告审流程.pptVIP

化妆品广告审查标准Supervision Standard for Cosmetics Advertising 化妆品概念Definitions 概念：以涂擦、喷洒或者其它类似的办法，散布于人体表面任何部位（皮肤、毛发、指甲、口唇等），以达到清洁、消除不良气味、护肤、美容和修饰目的的日用化学工业产品。 Cosmetics: …… 特殊用途的化妆品：用于育发、染发、烫发、脱毛、美乳、健美、除臭、祛斑、防晒的化妆品。 Functional cosmetics: hair growth, hair dye, perm, depilatory, breast care, slimming, deodorant, spot corrector, sunscreen. 化妆品广告主要违法表现Major illegal types for cosmetics ads 宣传医疗作用或者使用医疗术语 Claims medical effects or uses medical terms 使用他人的名义保证功效 Uses other’s name to guarantee product efficacy 非特殊用途化妆品宣传特殊功效 Uses functional claims for non-functional products 广告宣传内容缺乏依据，性能和效用有虚假夸大的 Uses claims that have insufficient supporting, false claims or exaggerative claims 使用“纯天然”“无副作用”等绝对化用语及涉及性能、销量的数据 Uses extreme words such as “100% natural”, “no side effects” or figures referred to efficacy and sales volume 化妆品广告管理规定-1Regulations on cosmetics advertising-1 《广告法》 Advertising Law of PRC 《反不正当竞争法》 Anti-Improper Competition Law of PRC 《化妆品卫生监督条例》 Regulation on Hygiene Supervision for Cosmetics 《化妆品广告管理办法》 Management Measures for Cosmetics Advertising 国家工商总局及其他相关规范性文件 Other notifications from SAIC or local government 化妆品广告管理规定-2Regulations on cosmetics advertising-2 《广告法》规定的各类广告均应当遵守的广告发布通则： Advertising Law specifies general rules that all ads should respect 广告应当真实、合法、符合社会主义精神文明建设的要求；（第三条） Article 3 The ads should be true, legal, and in compliance with the requirements for the socialist cultural and ideological development 广告不得含有虚假内容，不得欺骗和误导消费者；（第四条） Article 4 The ads should not contain any false information, and shall not cheat or mislead consumers 第七条至第十三条设定的广告发布基本原则； Article 7-13 General principles for ads 其中第十二条应重视：广告不得贬低其他生产经营者的商品或者服务。 Article 12 The ads should not debase products or services from other company 化妆品广告管理规定-3Regulations on cosmetics advertising-3 《反不正当竞争法》适用规范的利用广告进行的不正当竞争行为 Anti-Improper Competition Law is applicable to improper competitions 经营者不得利用广告或者其他方法，对商品的质量、制作成