睡眠は生命活動の源であり、眠れないと心身にさまざまな影響を及ぼします。人々はより良い睡眠を手に入れるために低反発マットレスを買い、睡眠セミナーに参加します。高いニーズがあるからこそ、健康食品でも不眠症や睡眠改善をアピールしたいと考えるケースもあることでしょう。しかしそもそも健康食品で不眠症や睡眠改善はうたえるのでしょうか?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。
健康食品で不眠症・睡眠改善はNG
薬機法では医薬品的な効能効果の標榜を禁じています。医薬品的な効能効果にあたるとされているものに「疾病の治療又は予防を目的とする効能効果」があります。
不眠症は疾病にあたると解釈され、標ぼうは認められません。また医薬品的な効能効果とみなされるものに「身体の組織機能の一般的増強、増進を主たる目的とする効能効果」があります。
睡眠改善表現は身体の組織機能の増強、増進に該当するため薬機法に抵触するおそれがあります。
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
直接「不眠症」「睡眠改善」を用いるケースだけでなく、「熟睡」「朝までぐっすり」のように、よく眠れない状態(=不眠症・睡眠障害)を改善するかのごとき表現もNGです。また睡眠の質に言及すると不可になりますから、「深い眠り」や「ぐっすり眠れた」も認められないでしょう。
以下のケースはすべて不可です。
【NG表現】
- 不眠症に
- 睡眠改善
- 睡眠の質を高める
- 睡眠効果
- よく眠れていない方に
- 熟睡
- 深い眠りに
- ぐっすり眠れた
- 寝つきをよくする
- 朝まで起きることがなくなった
OK表現
続いてOK表現についてみていきいましょう。睡眠については認められる表現は、実務上多くありません。
【OK表現】
- 朝すっきりと目覚めたい、そんなあなた
- 快眠
- 安眠
- ぐっすりをサポート
- 質の高い眠りにいざなう
- 眠りに満足していない
【訴求のポイント】
- 表現をぼかす
- 補助するロジックを使う
- 主観的な表現を用いる
訴求のポイントとしては「快眠」や「安眠」などぼかした表現を使う、「サポート」、「いざなう」など直接的な改善をいうのではなくあくまでも間接的に補助するスタンスをとることです。
「満足」など主観的な表現にするのもよいでしょう。
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”を基本理念に記事制作や薬機チェック、その他広告法務の提供を承っています。
- 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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