サプメントなどの健康食品や化粧品の広告表現は、薬事法などの法律で規制されていています。
法に触れない表現を考えるときに手っ取り早いのが、法的に訴求可能な表現をまとめた「代替表現集」を参照することです。しかし代替表現集には致命的なリスクがあり、使い続けていると取り返しのつかない事態になりかねません。
本稿では、
代替表現集を使うことの危険性を解説します(個人的な見解であり、代替表現集を批判するものではありません)
なお情報の信ぴょう性については以下のとおりです。
- 消費者庁に公的文書の誤りを指摘改善させた実績
- 景品表示法務検定アドバンス(消費者庁、公正取引協議会主催)→日本で72人
- 食品の適正表示推進者(東京都福祉保健局主催)
- その他薬事法関連民間資格ひと通り
などを所有する専業薬機ライターが解説。
代替表現集とは言い換え表現を集めたマニュアル

健康食品や化粧品、サプリメントなどの非医薬品広告における表現は薬機法や景品表示法、健康増進法などで厳しく規制されます。
ヘルスケアを規制する法律はいずれも複雑かつ曖昧で、法律を守りつつ訴求力のあるコピーを書くことは難しいもの。
とはいえ法律をケアしないと摘発されるおそれがあります。行政指導を受ければ広告差し止めや課徴金、場合によっては社名公表や刑事事件にも発展しかねません。そこに着眼したのが、法的に認められるOK表現を集めた代替表現集です。
「OK表現集」「薬事表現マニュアル」「「いいかえ表現リスト」」など名称はさまざまで、具体的なフレーズが掲載されています。
企業力の低下を招く!?薬事マニュアルの致命的なリスクとは

- 法律を守れば平凡なコピーになってしまう
- 魅力的なコピーにしようとすれば法律に抵触してしまう
代替表現集を使えば、そんな問題がすべて解消するように思えるかもしれません。しかし、代替表現集には重大な落とし穴があるのです。
代替表現集が企業にもたらす致命的リスク1:規制が変わったときに他社に後れを取ることに…

【時代が変われば規制も変わる】
まず、ひとつの代替表現集がずっと使えるわけではありません。規制が変わった瞬間、その代替表現集は使えなくなくなります。ヘルスケアビジネスを取り巻く規制は時代背景などさまざまな要素を反映するもので、そのときどきで白黒の判断基準が異なります。
たとえばシワに関する効能効果の標榜は今でこそ条件付きで認められていますが、以前はメーキャップ効果を除いて、シワに関する訴求は一切認められていませんでした。
しかし、シワ対策化粧品の消費者ニーズの高まりや日本化粧品工業連合会の要望を受け、2011年から一定の条件を満たした場合にのみ「乾燥による小じわを目立たなくする」表現が許可されるように規制が変わっています。
化粧品広告の写真の掲示によるビフォーアフターの標ぼうについても、以前はいかなる場合も禁止でしたが、2018年の薬事法改正を機に、一定の範囲内で写真の掲示でビフォーアフターを示すことが許可されています。今では多くの化粧品が写真でビフォーアフターを示していますよね。
逆に許可されていた表現が、ある時を境に禁止になるケースもあります。規制が変われば代替表現集はなんの意味もなさなくなるのです。新基準ができているにもかかわらず、旧基準に照らし合わせて業務を進めていたのでは、違反のリスクがあるのはもちろん、他社に後れを取ってしまいます。
代替表現集が企業にもたらす致命的リスク2:他社との差別化が図れない…

「でも、規制が変わるまでの間は役に立つんじゃ?」
こんな風に思われる方もいらっしゃるかもしれません。
代替表現集を使っているのが、日本中であなたの会社だけならば一定の利用価値はあるでしょう。しかし、公に販売されている以上、必ずほかでも使われています。
もし他社も同じ代替表現集を参考にコピーを作成していたら、どうなるでしょうか。
たとえばあなたの会社が「2020年△×代替表現集」を購入したとしましょう。「2020年△×代替表現集」のなかには
【「便秘改善」はNGなので、「翌朝スッキリ!」としましょう」】
と書いてあります。
あなたは代替表現集を参考に、サプリメント広告で「○○サプリで翌朝スッキリです」と表記しました。
ところが広告出稿した一週間後、なんと競合のB社もまったく同じ代替表現集を元に広告をつくっていたことが判明します。
、B社も「××サプリを飲んだら翌朝スッキリ快調!」と表記していたのです。
訴求力を上げたくて買ったはずなのに、他社と同じ表現になることでかえって訴求力が下がってしまいました。
こうなると有益どころかむしろ有害です。
代替表現マニュアルに掲載されているフレーズはわずかですから、「表現が他社と被ってしまった!」となるケースは十分に考えられるのです。
代替表現集が企業にもたらす致命的リスク3:ライターのスキルが育たない…

そのほか単純に、ライターのスキルが上がらないことが挙げられます。
薬機ライティングには
- 思考力
- 発想力
- 柔軟性な視点
が極めて重要です。
「どんな文言にすればユーザーを惹きつけられるだろうか」
「どんな表現であれば法に触れないだろうか」
「この表現はユーザーにどんな印象を与えるだろうか」
アタマをフル回転させ、ウンウンうなりながらひとつのコピーをひねり出します。繰り返し「自分のアタマで考える」ことで思考力、発想力が鍛えられ、言葉選びのセンスも磨かれます。
結果として応用の利く薬機ライティング力が身につき、ユーザ―に刺さる文章をコンスタントにかけるライターが育つのです。
自分のアタマで考えることによりオリジナリティも出てきます。
ところが代替表現集には、初めからコピー例が掲載されています。
その場しのぎで誰かが考えたコピーを丸パクリ、あるいは一部改変して用いていたのでは、どう考えても薬機ライイティング力は身につきません。こ
の点においても、代替表現集の使用はおすすめできないわけです。
薬機ライティングは薬事知識のある制作会社に依頼するのが得策

薬事法や景品表示法で広告が摘発された場合軽くて「勧告」や「是正措置命令」重いと「是正措置命令+課徴金」、「広告差し止め」などの処分を受けることになります。
いずれにせよ、行政から再度審査を受け、許可が下りるまで広告を表示することはできません。広告が表示されない間は売り上げはゼロですが、広告費はかかります。
そう考えると、初めから多少費用がかかっても関連法規に精通した制作会社に相談するのが賢い選択といえるでしょう。
Life-lighterでは”ホワイトなのに強い訴求”を基本理念に薬機チェックや薬機ライティング、ランディングページ作成などを承っています。まずはお気軽にお問い合わせください。
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