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].

Core Viewpoint - The newly released "Guidelines for Cosmetic Advertising in Beijing" aim to regulate the advertising of cosmetics, ensuring compliance with legal standards and promoting the healthy development of the beauty industry in the capital [1][2][3]. Group 1: Regulatory Framework - The guidelines cover all parties involved in cosmetic advertising within Beijing, including advertisers, advertising operators, publishers, and endorsers, establishing a closed-loop management system from design to publication [2]. - A total of 17 items on a "negative list" have been established, prohibiting the advertisement of cosmetics that are not legally registered, have revoked registration, or contain banned ingredients [3]. Group 2: Content Standards - Advertisements must express content in a healthy manner, avoiding vulgarity and the creation of "appearance anxiety," while ensuring that claims about product efficacy are supported by appropriate testing [3]. - Specific claims such as "gentle and non-irritating" must be backed by evaluation test evidence, and any data used must be properly cited to ensure authenticity [3]. Group 3: Child Protection Measures - The guidelines define children's cosmetics for those aged 12 and under, specifying permissible claims and prohibiting misleading statements that could confuse consumers [4]. - For children aged 0-3, only basic functions like cleaning and moisturizing can be advertised, while for ages 3-12, additional claims are allowed, but certain claims related to skin conditions are strictly prohibited [4]. Group 4: Enforcement and Monitoring - The Beijing market supervision department will enhance guidance for companies and ensure that advertising operators fulfill their review responsibilities, particularly regarding the authenticity of endorsements [6]. - A three-tier monitoring system will be implemented to oversee cosmetic advertising, with mechanisms in place for consumer complaints and investigations into violations [6]. Group 5: E-commerce and Live Streaming Regulations - The rise of advertising issues in e-commerce live streaming has prompted the market supervision authority to seek public input on new regulations aimed at preventing misleading advertising practices in this sector [7]. - The guidelines will continue to evolve, providing comprehensive compliance guidance to promote a standardized and professional advertising industry in Beijing [7].