職場に家庭、人間関係…。さまざまな事柄が複雑に入り組んだ現代日本においてストレスをまったく感じない人はいないでしょう。ストレス対策商材は高いニーズがありますが、健康食品や化粧品で「ストレス」は原則NGです。
本稿では
- 化粧品や健康食品で「ストレス」がNGな理由
- 「ストレス」のいいかえ表現、いいかえテクニックなど
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。
化粧品や健康食品で「ストレス」は不可

薬機法では医薬品でないものが医薬品的な効果効能を標ぼうすることを禁じています。
”ストレス”という言葉は「種々の外部刺激が負担として働くとき、心身に生ずる機能変化」を意味する医学用語(広辞苑より)です。つまりストレスの語そのものが医薬品的な効果効能の暗示にあたります。よって化粧品や健康食品で「ストレス」は不可です。
OK表現とNG表現
NG表現

お伝えの通り、”ストレス”の語はそれ自体が医薬品的な効果効能の暗示にあたります。よって以下の表現は認められません。
【NG表現】
- ストレス解消
- ストレス改善
- ストレス緩和
- ストレス低減
- ストレス緩和
- ストレス低減
- ストレスなく過ごせる
- ストレスをいやす
- ストレス社会に生きるあなた
- イライラに(グレー)
- イラっとする(グレー)
- 抗ストレス作用
- 精神的ダメージを軽減
- 精神的ダメージを緩和
注意したいのが、「イラっと」「イライラ」「精神的ダメージ」などストレスを想起させる表現はNGとなることがある点。ストレスはさまざまな角度からの訴求が可能なので、別の表現を使うのが無難でしょう。
OK表現

【OK表現】
- 忙しい毎日を送るあなたに
- 毎日プレッシャーにさらされているあなたに
- 余裕のない毎日に
- パワー対策
- 不安対策
- エナジーサプリ
- ストレスサプリ
- 毎日アップアップの方に
- 軽やかな明日に導く
- 心の健康に
- 心身の健康を保つ
- 爽快力
- 軽心力
- 美活力
- 慌ただしさに
【いいかえのコツ】
- 「忙しい毎日」「慌ただしい」「アップアップ」などストレスの状態にフォーカスする
- 「心の健康」「健康を保つ」など健康維持表現にとどめる
- 「軽やかな明日」など未来にフォーカスする
- 「美活力」「爽快力」「軽心力」など、造語を用いる
- 「パワー対策」「不安対策」「ストレス対策」など”○○対策”とする
いいかえのコツとしては、「忙しい毎日」「慌ただしい」などストレスの状態にフォーカスすることです(状態について述べるときは「アップアップ」など擬態語を使うとリアリティが出て訴求力が増します。)
また化粧品や健康食品では
- 美容
- 補給
- 健康
- 現状維持
までは可能です。
なので「心の健康」「健康を保つ」など健康維持表現も認められます。「軽やかな明日」などストレスが解消された未来にフォーカスするのもコツです。
他、「パワー対策」「不安対策」「ストレス対策」など“○○対策“としても違反にあたりません。「対策」という言葉が内包する範囲は非常に広く、どうとでも取れる(どうとでもいい逃れできる)からです。「○○対策」は「応用の利く訴求の仕方ですから、テクニックとして覚えておくとよいでしょう。
奥の手としては、「美活力」「爽快力」「軽心力」など、言葉を造ってしまうのもアリです。広告ですから、意図が消費者に伝わればいいわけです。必ずしも正しい日本語である必要はありません(ただし胡散臭さは増しますのでご注意を)。
公式LINEでは、期間限定で実践的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。
正しい知識でホワイトな訴求を!

「ストレス」は需要の高いビッグワードですが、薬機法への配慮を忘れないようにしましょう。
Life-lighterでは”ホワイトなのに強い訴求”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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