Medical advertisements, pharmaceutical advertisements (advertisements for formula foods for special medical purposes shall be implemented in accordance with the Regulations on the Administration of Pharmaceutical Advertisements), advertisements for medical devices, advertisements for health foods, advertisements for pesticides, veterinary drugs, feeds and feed additives, advertisements for crop seeds, forest seeds, grass seeds, livestock and poultry breeding, aquatic seedlings and breeding shall not assert or guarantee the efficacy and safety.
However, medical advertisements can be replaced by safer words such as "rest assured", "safer", "trustworthy" and "word of mouth" to achieve the publicity effect.
(2) Cosmetic advertising
At present, there is no operating basis and laws and regulations for cosmetic advertisements. The Measures for the Administration of Cosmetic Advertising expired on 20 17127 October. At present, the law of cosmetics directly applies the advertising law, but it is still a comparative principle.
Non-specific cosmetics advertisements can use terms that meet the definition of cosmetics. For example, in advertisements for hairdressing cosmetics, words such as dandruff removal and softness can be used; Words such as refreshing, oil control, moisturizing, moisturizing, soothing, anti-wrinkle, whitening, firming, and post-sun repair can be used in cosmetics advertisements.
(3) Infant dairy products shall not publicize the words replacing breast milk.
The advertising law clearly stipulates that advertisements for infant dairy products, beverages and other foods that claim to be able to replace breast milk in whole or in part shall not be published. When promoting infant formula milk powder enterprises, it can be emphasized that breast milk is irreplaceable and the best choice. The choice of infant formula milk powder is made when the breastfeeding conditions are unsuccessful or partially unsuccessful, so as to reduce the compliance risk.
(4) Real estate advertising
Real estate advertisements must not contain feudal superstition such as geomantic omen, but they can be replaced by things such as "beautiful scenery", "lakes and mountains" (if any), "abundant sunshine", "comfortable environment", "complete facilities", "superior geographical position" and so on.
(5) Education and training advertisements
Educational advertisements shall not explicitly or implicitly guarantee the effectiveness of education and training; You are not allowed to enter institutions of higher learning, pass exams, or obtain degrees or qualification certificates. Words such as "keeping promises", "educating attentively" and "pursuing excellence continuously" can be used to express the business philosophy and objectives of education and training, so as to achieve the publicity effect.
(six) food and food additives advertising
Advertisements for food additives shall not contain false contents or involve the function of disease prevention and control. However, food advertisements can list healthy ingredients, such as vitamin C, anthocyanins and unsaturated fatty acids, and replace them with the word "healthy".