肥満だけでなく、生活習慣病の原因にもなる糖分。今、糖質カットや低糖食が空前のブームとなっています。当然糖の吸収や糖質カットのニーズが高いわけですが、健康食品の場合、やはり注意しなければならないのが薬機法です。健康食品で糖の吸収や糖質カットはどこまで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。
健康食品で糖の吸収は原則不可

糖の吸収はヒトの身体の消化過程でおこなわれるものです。消化という体内作用に何らかの影響を及ぼすとうたうことはすなわち医薬品的な効果効能をうたうことになります。
したがって原則糖の吸収訴求は認められません。
糖に関しては実務かなり厳しく、取り締まり例も多いです。たとえば2007年に
「糖ダウン」「糖値」「健糖」という商品名に対して改善命令が出されたケースがあります。
2017年には医療品メーカーの太田胃散含が機能性表示食品「葛の花イソフラボン 貴妃」において
「葛の花イソフラボンは、食事に含まれる糖や脂肪などに由来する脂肪前駆物質から中性脂肪の生成を制御し、BMIの上昇を抑えます」
とし薬機法および景表法違反で行政指導を受けています。
このケースで注目したいのが、糖や脂肪などに”由来する“物質から脂肪の生成を制御し“結果として“BMIの上昇を抑えるという間接的なロジックをとっているにもかかわらず、摘発されている点です。
つまり直接的に「糖の吸収」を標ぼうしなくても摘発されるリスクがあるわけです。
OK表現とNG表現
では実務上、どのような表現が認められ、どのような表現が不可となるのでしょうか。
NG表現

糖の吸収表現は健康食品として訴求できる範囲は非常に限られます。ただ、特保(トクホ)や機能性表示食品の許可を得ている場合は、許可の範囲内であれば認められます。
【NG表現】
- 糖分をとっても問題ない
- 糖分摂取のその前に!
- 糖の吸収を抑える(特保なら可)
- 糖分の摂取を抑えます
- 糖に作用する
- 糖バリア
- 糖をカット(機能性表示食品なら可)
- 糖質ケア(機能性表示食品なら可)
- 糖分の吸収を抑えてポッコリおなかをスッキリ
- 糖と上手に付き合いたい方に
- 糖をブロック
このうち「糖分の吸収を抑えてポッコリおなかをスッキリ」や「糖分の摂取を抑えます」については摘発事例があます。
「糖の吸収を抑える」に関しては特保の許可を受けていればOK、「糖をカット」「糖質ケア」は機能性表示食品でもOKです。
特保(特定保健用食品)とは個々の製品ごとに消費者庁長官の許可を受け保健の効果(許可表示内容)を表示することのできる食品です。特保の管轄は消費者庁であり、表示については「薬事法」ではなく、「健康増進法」のルールに従います。
科学的根拠に基づいた機能性を事業者の責任において表示できる食品です。2015年4月から始まった「機能性表示食品制度」によりトクホに続き保健機能食品に新たに加わりました。
健康食品でも「糖質のバランスを整える」など糖質の多い食事をしている人のために糖分を調整するというロジックなら即アウトとはいいきれません。とはいえ「糖質」とすると医薬品的な印象を与えるのでNGとなる可能性もなきにしもあらずです。別の表現を使うのがベターでしょう。

OK表現

お伝えの通り糖の訴求は制限が厳しく、認められる表現範囲は狭いです。
【OK表現】
- 甘いものが好きな方に
- 甘党のあなたに
- 糖が気になる方に
- 低糖タイプ
- ローカロリー
- ○○cal
【いいかえのポイント】
- 「甘いものが好き」「甘党」などぼかした表現を使う
- 「糖が気になる」など消化に触れないよう訴求する
- 糖分含有量が少ないことを表示するにとどめる
いいかえのポイントとしては、「甘いものが好き」「甘党」などぼかした表現を使うこと、「糖が気になる」など消化に触れないよう訴求することなどです。食品がローカロリーであるため糖の吸収量も少ないとするロジックも認められます。その他単に○○calとして糖分含有量が少ないことをアピールするのもOKです。
公式LINEでは、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。
正しい知識でホワイトな訴求を!

Life-lighterでは”好かれて売れる強い訴求”を基本理念に薬事法務提供を行っています。
- 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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