化粧品などで「改善・治療」といった表現の使用は薬機法上認められないことは、今や多くの人が知るところとなりました。違反を避けるためのテクニックとして、「抽象的な」「ぼかした表現」を使うテクニックがあります。しかし、抽象的な言葉を用いえば必ずセーフになるわけではないので注意が必要です。たとえば化粧品で「肌の健康促進」はうたえません。
本稿では
- 化粧品で「肌の健康促進」が認められない理由
- 代替表現の考え方など
について
- 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解説します。
化粧品で「お肌の健康促進」はなぜいえない?

薬機法では医薬品でないものについて医薬品的効果効能を標ぼうすることを禁止しています。
その点「お肌の健康促進」は、医薬品的な効果効能は標ぼうしていないようにも見えます。ではなぜ健康食品でお肌の健康促進は認められないのでしょうか。
まず前提として化粧品で標ぼうできるのは以下の範囲内の表現です。
- 現状維持
- 美容
- 補給
「健康」の語そのものは概念的・抽象的な表現であり、単独であれば認められます。しかし、「促進・高める」といった改善表現は、それが疾病や特定の部位にかかるものでなくても「医薬品的な効果効能」とみなされてしまうのです。
そのため健康食品で「お肌の健康促進」は認められません。
OK表現とNG表現
では薬機法上、どのような表現であれば可能で、どのような表現が不可になっているのでしょうか。
NG表現
化粧品で”肌”の健康を促進する表現は基本的に認められません。よって次の表現は不可です。
【NG表現】
- 肌の健康改善
- 肌の健康を高める
- お肌の健康促進
- お肌の元気向上
注意が必要なのが、「お肌の元気向上」もアウトとなる点。“元気”は「健康」と同じく抽象的、概念的な言葉ですが、やはり促進・高める表現は「医薬品的な効果効能」にあたるとみなされるため不可となります。
では「肌に元気を”与える”」はどうでしょうか。
「与える」は補給表現であり、セーフと考えられます。ただし、「肌に元気を与える」とすると医薬品的といえなくもありません。つまりグレーゾーンです。別の表現を用いるのが安全でしょう。
【グレー表現】
- 肌に元気を与える
OK表現

【OK表現】
- 肌の健康をサポートする
- お肌を活き活きとさせる
- ハツラツとしたお肌に導く
- 健康肌のあなたへ誘う
- 肌をいい感じに保つ
- いい感じの肌を保ちたい人におススメ
【いいかえのコツ】
- 「活き活き」「ハツラツ」など改善表現を抽象的な表現にいいかえる
- 「いい感じ」など主観的表現を使う
- 「サポート」「導く」など補助表現にとどめる
- 願望表現にする
化粧品では具体的変化の標ぼうは不可ですが、「現状維持」「補助」は認められます。なのでいいかえのコツとしては改善表現ではなく「活き活き」「ハツラツ」など抽象的な表現を用いる、「いい感じ」など主観的表現を使う、「サポート」「導く」など補助表現にとどめるなどです。願望表現にするのも良いでしょう。
公式LINEでは、実践的ないいかえテクニックや、稼ぐための最新薬事ノウハウについて発信しています(期間限定)。
正しい知識でホワイトな訴求を!

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、ランディングページ作成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。
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