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化粧品や医薬部外品で「最高」はいえる？最上級表現のいい替えのコツ

薬機法
いいかえ 代替表現 最大級

「最高の○○」「極上の○○」などの表現が化粧品広告で用いられているのをよく見かけます。商品の優位性を訴求したい気持ちも分かりますが、薬機法では化粧品や医薬部外品に関して、「最大級の表現又はこれに類する表現」を禁止しています。本稿では最大級表現のルールやいい替えテクニックを紹介します。薬事訴求の肝となる考え方も紹介していますので最後までご覧ください。

情報の信ぴょう性については

  • 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）
  • 食品の適正表示推進者（東京都福祉保健局主催）など

を所有する専業薬機ライターが執筆しております。ご安心ください。

目次

薬機法では最大級の表現を禁止している

薬機法では医薬品等の効能効果等又は安全性について、最大級の表現を禁止しています。

（６）効能効果等又は安全性についての最大級の表現又はこれに類する表現の禁止

医薬品等の効能効果等又は安全性について、最大級の表現又はこれに類する表現をしてはならない。

（医薬品等適正広告基準）

たとえば以下の表現はすべてNGとなります。

【NG】

  • 最高
  • 最大
  • 極上
  • 極めて
  • 最先端
  • 最高峰
  • 極限

OK表現・NG表現

NG表現

程度により優位性を示すトップ表現

  • 最高の効き目
  • 最小の安全性
  • ベスト
  • ありえないほどの
  • 弊社の最高傑作です

「最高」「最小」など程度により優位性を示す表現は認められません。留意したいのが「自社の」「弊社の」など範囲を自社に限定しても不可になる点。

「最大級表現の禁止」の規定で問題となるのは、消費者が抱く印象です。つまり他社比較であれ自社比較であれ消費者に過度な期待を抱かせる表現はアウトということです。

よって「業界を震撼」「今大注目」「ずば抜けて」なども認められません。

数値により優位性を示すNo.1表示

  • 一級
  • 一等
  • 一位
  • No.1
  • 日本一
  • 世界一

「一位」「日本一」などの「No.1表示」も最大級の表現にあたるので認められません。No.1表示は景品表示法上の問題が生じることもありますから、注意が必要です。

「No.1表示」は景品表示法でも厳しい規制が

「No.1表示」は景品表示法でも厳しく規制されています。公正取引委員会事務総局の「No.1表示に関する実態報告書」によると、No.1表示が不当表示とならないためには客観的な調査に基づいていなければなりません。

 

客観的な調査といえるためには、

  1. 関連する学術界又は産業界において一般的に認められた方法又は関連分野の専門家の多数が認める方法
  2. 社会通念上及び経験則上妥当な方法

のいずれかによることが必要です。

Yahoo!の広告審査ではさらに細かいルールが設けられています。

No.1表示の規制の考え方について詳しくはこちらの記事で解説しています。

「初」を表す表現

  • これまでにない
  • 今までにない
  • 業界を震撼させた
  • 従来の○○を越えた
  • 類を見ない

「初」を表す表現も最上級表現に類すると判断されNGです。

その他消費者に過度な期待を抱かせる表現

  • 待望の
  • ついに発売

その他、消費者に過度な期待を抱かせる表現、過剰表現にも注意が必要です。たとえば「待望の」「ついに発売」といった表現は、最大級の表現ではないものの、ケースによっては不適切と判断されます。使わないのが無難でしょう。

OK表現

最大級の表現は要注意！ホワイトな広告を心がけよう

広告表現を考えるとき、商品の優位性を伝えたい気持ちが先立ちつい「最高の」「極めて」など最大級の表現を使いたくなるかもしれません。

しかし最上級表現は、化粧品等の適正広告ガイドライン【2020年版】などで禁止されていますし、景品表示法上の問題が生じるリスクもあります。

Life-lighterでは”好かれて売れる訴求”を基本理念に薬機チェックや薬機ライティング法務セミナーなどを承っています。

  • さらに詳しく知りたい！
  • 扱ってほしいテーマがある！
  • この表現はセーフか知りたい！

などでも結構ですので、まずはお気軽にお問い合わせください。

橋本　駿
専業薬機クリエイター
未経験・知識ゼロで2015年webライター業界に参入し2019年に開業。
　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　業界屈指の専門性を活かし、現在は主に法人向けにwebコンテンツ作成や法律指導などを行っている。消費者庁発出の公的文書の誤りを指摘した実績も持つ。

・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)（合格者番号APR22000 32）

・食品の適正表示推進者（東京都福祉保健局認定）
・YMAA
・KTAA
・薬事法管理者
・コスメ薬事法管理者
・美容広告管理者
実績を確認する
薬機法
いいかえ 代替表現 最大級

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