Core Viewpoint - The newly released "Guidelines for Cosmetic Advertising in Beijing" aim to regulate advertising practices for children's cosmetics and general cosmetics, ensuring compliance with legal standards and protecting consumers from misleading claims [1][2][3]. Summary by Sections Children's Cosmetics Advertising - The guidelines specify that cosmetics for children aged 0-3 can only claim six functions: cleansing, moisturizing, hair care, sun protection (limited to skin), soothing, and refreshing. For children aged 3-12, four additional functions are allowed, including makeup removal and fragrance [2]. - Advertising for children's cosmetics must not include misleading terms like "food grade" or "edible," nor should it suggest effects like whitening, acne treatment, or hair removal, which are not appropriate for children [2][3]. Non-Children's Cosmetics Advertising - Non-children's cosmetics must not claim suitability for children under 12 or use phrases like "suitable for all" or "family use." Additionally, they cannot imply children's use through branding or packaging [3]. - The guidelines prohibit linking the "Little Golden Shield" symbol for children's cosmetics with claims of regulatory approval or quality certification [3]. Responsibilities and Compliance - Advertisers must ensure that spokespersons are at least 10 years old and can only endorse products they have used. Advertisers are responsible for the truthfulness and legality of their ads, while advertising platforms must prevent and stop illegal advertisements [4]. - The guidelines establish a "negative list" of 17 prohibited advertising scenarios, including unregistered products and those using banned ingredients. They also set 11 restrictions on advertising content, emphasizing that ordinary cosmetics cannot claim special effects [5]. Content Standards - The guidelines require that advertisements must express content in a healthy manner, aligning with socialist values and avoiding content that creates "appearance anxiety." Claims about product efficacy must be substantiated by registration and testing data [6]. - The guidelines cover all parties involved in cosmetic advertising within Beijing, ensuring a comprehensive management approach from design to publication [6].

《指引》从两方面规范广告内容。在正确导向方面，要求广告需以健康形式表达内容，符合社会主义精 神文明建设和弘扬中华优秀传统文化的要求，坚决杜绝低俗媚俗、制造"容貌焦虑"等内容。事实依据方 面，要求涉及功效宣传需与产品注册、备案资料相符合，如"温和无刺激"等应具备功效宣称的评价试验 证明；使用数据等引证内容的，应标明出处，确保内容真实可溯。 制定17项"负面清单"。其中，明确列出6项禁止发布化妆品广告的情形，包括未依法注册或备案的化妆 品；注册证被撤销的化妆品；擅自配制的化妆品；使用禁用原料生产的化妆品；药品监管部门通告停止 经营或者暂停经营的化妆品等。 同时设定11项广告内容限制条款，涵盖虚假宣传、暗示疾病预防、治疗功能等违法违规情形。特别强调 普通化妆品不得宣称特殊功效（如祛斑美白、防脱发等）。牙膏未按照国家标准、行业标准进行功效评 价，不得宣传防龋、抑牙菌斑等功能，从内容源头遏制概念炒作。 坚决杜绝低俗媚俗、制造"容貌焦虑"等内容；制定17项"负面清单"；强化儿童群体保护……近日，北京 市市场监管局、市药监局联合发布《北京市化妆品广告发布指引》（以下简称《指引》）。《指引》全 面梳理现行化妆品和广告领域相关 ...