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].