実はコレもOK|化粧品広告で許される「メーキャップ効果」はどこまで

メーキャップ効果とは 薬機法

化粧品の広告で許されている表現は、法令等で56項目に限定されています。しかし化粧品の効果として表現することはできなくても、メーキャップ効果として表現することは認められているのです。ではこのメーキャップ効果といったい何で、どこまでいえるのでしょうか。

本稿では

  • メーキャップ効果とはなにか
  • 化粧品広告のメーキャップ効果として認められる表現、認められない表現
  • メーキャップ効果で注意すべきポイントなど

について

  • 化粧品広告ガイドライン2020年版
  • 薬機法本文

に基づき解説していきます。

信ぴょう性については景品表示法務検定アドバンス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

そもそもメーキャップ効果とは

化粧品そもそも「メーキャップ効果」とは何を指すのでしょうか。

化粧品広告ガイドライン2020年版ではメーキャップ効果を次のように定義しています。

「色彩により、覆う、隠す、見えにくくする等の物理的効果」

化粧品等の適正広告ガイドライン【2020年版】

なお化粧品広告ガイドライン2020年版は2013年4月8日に厚生労働省より出された 「メーキャップ化粧品の広告表現について」の内容も踏襲していますから、化粧品広告ガイドライン2020年版が現在最も新しい指針です。

メーキャップ効果でいえるのは「色彩効果」と「物理的効果」

ガイドラインではメーキャップ化粧品の場合、メーキャップ効果を表現できるとしています。

ガイドラインではメーキャップ化粧品について、以下のように定義しています。

1. メーキャップ化粧品の範囲

「メーキャップ化粧品」の範囲は、薬事法第2条第3項で規定する化粧品の定義のうち「容貌を変える効果を主目的として使用される化粧品」であって、以下に適合するものとする。

「ファンデーション類」、「白粉打粉類」、「口紅類」、「眉目頬化粧品類」及び「爪化粧品類」のいずれかに属するものであって色彩効果を有する化粧品(タルカムパウダー、リップクリーム等の色彩効果を有さない製品は除外する)。

化粧品等の適正広告ガイドライン【2020年版】

色彩効果を有する化粧品とは、次のようなものです。

色彩効果を有する化粧品の例

  • ファンデーション
  • 口紅
  • マスカラ
  • ネイル

色彩効果以外の物理的なメーキャップ効果の考え方

しかし、世のなかには色彩効果を有しない化粧品もありますよね。この場合はどう考えればよいのでしょうか。ガイドラインでは次のように規定しています。

2. メーキャップ効果の範囲

「メーキャップ効果」とは、「メーキャップ化粧品」による色彩効果を原則とするが、「メーキャップ化粧品」以外の化粧品による「色彩効果以外の物理的な効果」についても、メーキャップ効果を表示し、広告することは事実に反しない限り認められる。

化粧品等の適正広告ガイドライン【2020年版】

つまり必ずしもメーキャップ化粧品の色彩効果品に限定するわけではなく、「メーキャップ化粧品」以外の化粧品による色彩効果以外のメーキャップ効果=物理的なメーキャップ効果も事実であればうたえるということです。

ただし色彩効果以外の物理的なメーキャップ効果を標ぼうできるのは次の場合に限られます。

  1. 「客観的に事実」であり
  2. 化粧品の定義の範囲を逸脱しない

化粧品の定義の範囲を逸脱しない表現としてガイドラインでは以下が例示されています。

色彩効果以外の物理的なメーキャップ効果の例

  • 「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」
  • 「清涼感を与える」
  • 「爽快にする」

実務上はケースごとの判断となる

もっとも、メーキャップ効果を前提にしていれば良いとうことではありません。実務上は事実なのかどうかを踏まえて事例ごとに判断することになりますので注意が必要です。

ガイドラインでは無色のメーキャップ化粧品として2つの事例が紹介されています。

  1. まぶたを糊のようなもので貼り合わせて一時的に二重まぶたを形成する効果
  2. 美容液等の皮膜形成成分が乾燥過程での収縮等の物理的効果により容貌を変える等の効果

そしてこれらはメーキャップ効果の範囲内と考えられるものの、ケースバイケースで判断するとしています。

 3.色彩以外の物理的なメーキャップ効果の取扱い

(中略)根拠データを保持する等、事実の範囲であり、化粧品の定義の範囲を逸脱しない場合にあっては、表示し、広告することは可能な範囲と考えるものである。しかしながら、効果の発現率或いはその程度に応じて、相応する表現が異なることから、一律に扱うのではなくケースバイケースで判断するべきものである。

化粧品等の適正広告ガイドライン【2020年版】

たとえば最近よく見かける「ストレッチファンデーション」で、

「引き締め素材により肌のシワを伸ばす」とした場合。

シワが伸びるのが成分の効果(薬効)ではなく、物理的な効果によるものであれば表現は可能と判断できます。ただしもちろん、事実であることが前提です。事実でなければ、景表法上の優良誤認表示にあたる可能性があり、根拠データの提出を求められることもあるので要注意です。

近年規制が厳しくなってきている

一昔前まで、メーキャップ化粧品についてそのメーキャップ効果が事実であることの根拠データの提出を求められることはありませんでした。しかし、近年では物理的効果をうたうメーキャップ化粧品・およびその不当広告が増加してきたことで、効果の根拠資料の提出を求める動きが出てきています。

物理的効果を標ぼうする場合、注意しなければなりません。

化粧品のメーキャップ効果|NG表現とOK表現

では、具体的にはどこまでの表現なら可能でどこからがNGとなるのでしょうか。

OK表現

OKのポーズする女

お伝えの通り、メーキャップ化粧品では色彩効果物理的効果の標ぼうができます。

メーキャップ化粧品による色彩効果

メーキャップによる色彩効果で標ぼう可能なのは「覆う、隠す、見えにくくする」までです。見た目上の変化を超えるものは認められません。

したがって、「見た目年齢」はOKですが、「肌年齢」はNGとなります。

OK

  • 塗ると、お肌が白く見えるファンデ
  • 毛穴をカバーし、しわのない肌に見せられます
  • くすみを隠し若見え肌へ
  • 老け顔の原因シミを覆って見た目年齢-5歳(肌年齢とするとNGなので注意!)

メーキャップ化粧品による物理的効果

メーキャップ化粧品の物理的効果は「化粧品の定義の範囲内」かつ「事実」であれば標ぼう可能です。

化粧品の定義の範囲を逸脱しない表現としてガイドラインでは以下の表現を例示しています。

OK

  • 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
  • 清涼感を与える
  • 爽快にする

このほか、以下のようなものも化粧品の定義の範囲内です。

OK

  • キメの整った肌に
  • 引き締まったお肌に導く
  • 肌を滑らかにする
  • ツヤのある肌に導く

注意したいのが、強調表現を用いると不可となるケースがあること。

たとえば「引き締まったお肌に導く」はOKですが「キュキュッと引き締まったお肌に導く」はNGとなるおそれがあります。

NG表現

NG違法

広告ガイドラインでは以下の表現をNGとしています。

①肌本来の色が変化するかのごとき表現

②すでにあるくすみやソバカスを消すかのごとき表現

③承認されていない、しみ・色素沈着を防ぐなどの表現

④効果を保証する表現、最大級的な表現

①肌本来の色が変化するかのごとき表現

”肌が白くなる”という具体的な変化を標ぼうしているためNGです。

  • 黒い肌も徐々に白くするホワイトニング効果
  • 使えば使うほど肌が白くなるホワイトニング効果
  • 白の加速、最短12日間で、今いちばん会いたい白に。鏡を見るたび白の実感。その美しい白さが持続します。
  • あれ、肌が白くなった

②すでにあるくすみやソバカスを消すかのごとき表現

すでにあるシミ・ソバカス・クスミを「消す、薄くする」などは、治療的な表現でにあたり不可となります。

  • できてしまったシミ、ソバカスの美白に
  • ホワイトニング効果でシミ、ソバカス残さない
  • ○○代でできた目の下のシミを、○○代でなくすことができるなんて
  • ○○年間もあったシミがこんなに薄くなるなんて
  • シミ・ソバカス・クスミ・黒ずみにサヨウナラ

③承認されていない、しみ・色素沈着を防ぐなどの表現

承認されてない表現で、すでにあるしみ・色素沈着などについての予防改善効果の表現であり、状態の変化を表すものなのでNGです。

  • ニキビ痕、炎症痕の黒ずみに
  • 頑固なシミ、老人性斑点を美白
  • ニキビ跡の色素沈着を防ぐ
  • ワキの下、ヒジ、ヒザ、乳首やビキニラインのクスミ、黒ずみの美白に
  • 下着、ストッキング跡などによるクスミ、黒ずみの美白に

④効果を保証する表現、最大級的な表現

結果的にであっても、効果を保証する表現は不可となります。最大級の表現、またはそれに類する表現(史上初、最高、最大、日本一etc.)は効果の保証とみなされるので認められません。

  • 結果がみえる美白
  • 結果を感じるホワイトニング
  • 早い人なら○週間で白さの実感
  • シミ・クスミが目立たなくなり美白効果を実感
  • シミが消えない…そんな私たちを満足させるホワイトニング
  • 美白の概念をくつがえす歴史的美白の誕生です。
  • 美白成分として有効性と安全性を明確に実証

正しい知識でホワイトな訴求を

化粧品の広告規制は複雑な部分も多く、一筋縄ではいきません。ただ、基本の考え方を把握しておくことは、ヘルスケアビジネスにおいて強力な武器となります。

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、薬機コンサル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
メーキャップ効果とは 薬機法

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