健康食品や化粧品などの広告で「大学の共同研究」というフレーズをよく見かけますが、法律上、認められるのでしょうか。「大学との共同研究」の訴求の考え方について解説します。
推薦表現は制限されている
化粧品などにおける広告表現は「医薬品等適正広告基準」で規制されています。
「医薬品等適正広告基準の留意事項について」はその10で医薬関係者の推薦行為を制限しています。
10 医薬関係者等の推せん
医薬関係者、理容師、美容師、病院、診療所、薬局、その他医薬品等の効能効果等に関し、世人の認識に相当の影響を与える公務所、学校又は学会を含む団体が指定し、公認し、推せんし、指導し、又は選用している等の広告を行ってはならない。
ただし、公衆衛生の維持増進のため公務所又はこれに準ずるものが指定等をしている事実を広告することが必要な場合等特別の場合はこの限りでない。
<共通>
(1)医薬関係者の推せんについて
本項は、医薬品等の推せん広告等は、一般消費者の医薬品等に係る認識に与える影響が大きいことに鑑み、一定の場合を除き、例え事実であったとしても不適当とする趣旨である。
「公認」には、法による承認及び許可等も含まれる。
また、「特別の場合」とは、市町村がそ族昆虫駆除事業を行うに際して特定の殺虫剤等の使用を住民に推せんする場合である。
なお、本項は美容師等が店頭販売において化粧品の使用方法の実演を行う場合等を禁止する趣旨ではない。(医薬品等適正広告基準の解説及び留意事項等について)
医師や理美容師、病院など医薬関係者の発信は、一般消費者の認識に大きな影響を与えます。syou
そのため医薬品等適正広告基準では医薬関係者の効能効果に対する推薦表現は事実であっても不可としているのです。
一般消費者に与える影響が大きいと考えられるのは基本的には国家資格です。
- 理容師
- 美容師
- 看護師
- 管理栄養士
- 柔道整復師
「美容ライター」の推薦表現の扱いについて現在、日本化粧品工業連合会(粧工連)で議論されています。近々美容ライターの推薦表現も不可となるかもしれません。
詳しくはこちらの記事で解説しています。

大学との共同研究はOK?NG?
平均29年の医薬品等適正広告基準の改正で推薦行為の制限対象に「薬局」と「学会」が加わりましたが、大学との共同研究についてはどうなのでしょうか。
平成30年8月8日に厚生労働省から出された事務連絡「医薬品等広告に係る適正な監視指導について(Q&A)」では次のように記載しています。
Q いわゆる健康食品や化粧品等の広告において、「○○大学との共同研究」や「○○大学との共同研究から生まれた成分」等、大学との共同研究について広告しているものが多々見受けられるが、このような大学との共同研究に関する標榜は認められるか。
A 健康食品の広告に関する事例については、広告全体から判断することとなるが、広告全体の効能効果(暗示を含む。)の標榜が無いのであれば、未承認医薬品の広告と見なさなれないことから、医薬品、医療機器等の品質、有効性及び安全性の確保等に関する法律による指導対象とはならない。
また、化粧品等の広告に関する事例については、医薬品等適正広告基準第4の10の医薬関係者等の推せんに抵触するため、「大学との共同研究」との記載は認められない。
さらに、「大学との共同研究」と記載することにより広告全体として効能効果の逸脱となる場合は、医薬品等適正広告基準第4の3(1)若しくは3(2)に抵触することとなる。
なお医薬品等適正広告基準第4の3(1)と3(2)はそれぞれ「承認等を要する医薬品等についての効能効果等の表現の範囲」「承認等を要しない医薬品等についての効能効果等の表現の範囲」についての規制です。
化粧品や医薬部外品はNG
化粧品等の広告に関する事例については、「大学との共同研究」との記載は認められないと明記されています。
化粧品等(化粧品と医薬部外品)は「大学との共同研究」は不可です。また上記事務連絡では「大学との共同研究」というフレーズが使われていますが、医薬品等適正広告基準の第4の10医薬関係者等の推せんでは「医薬関係者、及びその他世人の認識に相当の影響を与える団体」を対象としていますから、
- 「〇〇研究所」
- 「専門機関」
も認められないと考えるべきでしょう。
健康食品は医師の推薦OK
健康食品は薬機法の対象外ですから、医薬品等適正広告基準のルールも適用されません。
健康食品では医師の推薦表現や大学との共同研究」といったフレーズも認められます。もっとも、健康食品でも誇大表現や効果効能の標ぼうにならないよう注意が必要です。
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