化粧品広告で表現できる範囲は薬機法で細かく規制されています。「法を守れば売れない」「訴求を強めれば違反に」そんなジレンマに頭を抱えている広告担当者の方もいらっしゃるのではないでしょうか。
しかし、まずは化粧品広告で表現できる範囲を法的な視点で把握することが大切です。そこで本稿では
- 化粧品広告で表現できる範囲
- 摘発対象とならないために注意すべきポイントなど
について解説します。
なお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
を所有する専業ライターが執筆しておりますのでご安心ください。
広告で標榜できる化粧品の効果効能の範囲は?

【そもそも化粧品の定義とは】
化粧品は薬機法(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)でおおむね次のように定義されています。
「化粧品」とは、
1)人の身体を清潔にし、美化し、魅力を増し、容貌を変え、又は皮膚若しくは毛髪をすこやかに保つために
2)身体に塗擦、散布その他これらに類似する方法で使用されることが目的とされている物で
3)人体に対する作用が緩和なものをいう
この定義からすると、
- 洗顔料
- 整髪料
- シャンプー
- スキンケア商品全般
はすべて化粧品です。
一般的に化粧品といえば口紅やファンデーションなどを思い浮かべるかもしれませんが、薬機法でいうところの「化粧品」はかなり広範囲にわたります。
- 通知で定められた56項目の範囲内の効能効果
- メーキャップ効果
- 使用感
通知で定められた56項目の範囲内の効能効果

医薬品等適正広告基準では、化粧品の効能効果の表現の範囲について次のように規定しています。
【基準3(3)承認を要しない化粧品についての効能効果の表現の範囲】
承認を要しない化粧品の効能効果についての表現は、昭和36年2月8日薬発第44号都道府県知事あて薬務局長通知「薬事法の施行について」記「第1」の「3」の「(3)」に定める範囲をこえないものとする。
薬務局長通知「薬事法の施行について」では現在56項目が許可されています。
化粧品の効能効果として広告表現することができるのはこの56の範囲に限られます。
ただし、認められた56の効能効果を逸脱しないといえる範囲であれば言い換えは可能です。

2020年度版】より抜粋
なお標榜できる効果効能は時代とともに変わっていきます。
たとえば「乾燥による小ジワ」の表現は平成23年に追加で認められた効能効果の表現です。
規制は消費者ニーズや市場などいろいろな要素により決定されるもので、いつ変わるのかをわたしたちが予測することはできません。常に最新の動向にアンテナを張っておく姿勢が求められます。
しばり表現に注意

しばり表現とは、効能効果を訴求する際、必ず付記・付言しなければならないと決められた表現のことを指します。 しばり表現の「しばり」とは、制限や制約を意味する「しばり(縛り)」です。
ex.
(37)日焼けによるしみ、そばかすを防ぐ
→”日焼けによる”がしばり表現
(56)乾燥による小ジワを目立たなくする
→”乾燥による“がしばり表現
しみやそばかすについて訴求する場合は必ず「日焼けによる」と明記しなければなりません。同じように「小ジワを目立たなくする」という効能効果を表現する場合には、「乾燥による」と明記する必要があります。
「*」などをつけ注釈として記載する方法でも大丈夫ですので、必ず縛りの文言を記載して下さい。
メーキャップ効果

メーキャップ効果も標榜可能です。メーキャップとは「メイクアップ=化粧」のことです(男性は説明されないと分かりませんよね)。
メーキャップ効果とは、色彩により、覆う、隠す、見えにくくする等の物理的効果を指します。メーキャップ化粧品の場合56の効能効果の範囲に関わらず、メーキャップによる効果であれば、事実に反しない限り認められています。
- 「化粧くずれを防ぐ」
- 「小じわを目立たなく見せる」
- 「みずみずしい肌に見せる」
- 「傷んだ髪をコートする」
などの表現は事実であれば広告することが可能です。
メーキャップ効果についてはこちらの記事で詳しく解説しています。

使用感

使用感も化粧品広告で認められています。
たとえば
- スッキリとした洗いあがり
- サッパリ爽やか
などです。
ただ、「使用感」と「効果効能」の線引きは難しく、広告担当者は使用感のつもりでも効果効能とみなされるケースがあるので要注意です。
たとえば
- ゴッソリ
- モッチモチ
などはアウトになる可能性があります。
また使用感のみを特に強調する広告は、消費者に当該製品の使用目的を誤らせるおそれがあるため認められない点も押さえておきましょう(医薬品等適正広告基準4(5))
NG
・「モチモチ感が一日中」
違反した場合のリスク

広告が薬機法に違反した場合、行政指導が入ることがあります。場合によっては社名公表、悪質と判断されれば、逮捕案件になることもあります。また2019年の薬機チェック法改正により2021年8月3日より課徴金制度がスタートします。「指導が入ったら対応すればいい」との考えはリスキーです。
広告主と製造主が異なる場合、製品の出荷停止にはなることはありませんが、ブランドイメージの低下は免れません。
化粧品効果の効能効果は特に厳しく取りしまられている分野ですので、注意が必要です。
今なら公式LINEでより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。
薬機法対策は「転ばぬ先の杖」で備えるのがベスト

薬機法をはじめとするヘルスケア関連法は近年規制強化がすすんでいて、摘発事例も増えています。摘発されるまえに、早め早めに対策しておくことが重要です。Life-lighterでは”好かれて売れる訴求”を基本理念に記事制作や広告法務成などを提供しています。
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