【直报网4月29日讯】（信息时报）保健食品经营者今年可得悠着点，因为史上最严的“食品安全法”将对保健食品进行严管。4月24日，新修订的《中华人民共和国食品安全法》已审议通过，并将于今年10月实施。据悉，新“食品安全法”将对保健食品“夸大宣传”及“堪比药效”的营销形式进行严管，这可能令保健食品企业短期内产生阵痛，但长远来看，对企业在产品生产、销售和品牌建立等方面有极大帮助。

CNDSN (Information Times News Network April 29th) health food business operators may slow down this year, because of the history of the most stringent "food safety law" the regulation of health food. In April 24th, the newly revised "law of the people's Republic of China Food Safety Law" has been examined and approved, and will be implemented in October of this year. It is reported that the new "food safety law" the regulation of health food "hype" and "comparable to the effect of" form of marketing, it may make the health food enterprises short-term pain, but in the long run, there are very big help to the enterprise in the production and sale of products and brand building.

康蓓健与上方堂玛卡产品

Kang Beijian and the upper hall Maca products

仅为普通食品

Just as ordinary food

保健食品与普通食品标示不明，这种情况实际上是保健食品市场的“常态”。广东省营养产业协会秘书长张咏表示，就广东而言，目前市面上七成以上保健品存在夸大宣传情况，而普通食品冒充保健品销售、保健品冒充药品扩大宣传销售、药品冒充普通食品销售的混乱情况更是屡见不鲜。

Health care food and general food labeling is unknown, this is actually the health food market "normal". Guangdong Province nutrition industry association secretary general Zhang Yong said, is the Guangdong, more than 70 percent of health care products on the market there are exaggerated propaganda, while posing as ordinary food health care products, health care products sales to expand the chaos situation of drugs ordinary food sales promotion, sales of drug is passed off as it is It is often seen.

据记者了解，保健食品与普通食品的区别在于保健食品有批准文号及标识（下文简称“蓝帽子”），而普通食品只有普通食品生产许可证号（下文简称QS标志）。然而，有企业在营销中对两个概念模棱两可。如江中药业猴姑饼干此前就因宣传有“养胃”功效，被指涉嫌“虚假宣传”。虽然记者在天猫、京东等网络平台上发现，该产品与保健相关的字眼已无迹可寻，但是在江中药业的官网上，猴姑饼干仍被归类于“功能食品”一栏，宣传语上仍写着“猴头菇制成，养胃”。

According to the reporter, the difference between ordinary food health food and health food approval number is and identification (hereinafter referred to as the "blue hat"), while the ordinary food only ordinary food production license (hereinafter referred to as QS). However, some enterprises in the marketing of the two concepts of ambiguity. As the River Pharmaceutical monkey biscuits had because of the publicity the "stomach" effect, being suspected of false propaganda". Although the reporter found in the lynx, Jingdong and other network platform, the products and health care related words have no trace, but in the industry's official website, regardless monkey biscuits are classified as "functional foods" column, publicity language still says "Hericium made stomach".

另外，近期火爆的玛卡类保健品也是无“蓝帽子”的重灾区，如广州市雅博生物科技有限公司的“康蓓健牌玛咖片”就宣称有增强免疫力、改善睡眠等保健功效，但是记者在国家食药监局网站上发现该产品只有QS440113012021的产品证号；另外，记者还发现“上方堂牌玛卡片”也是同样情况，产品仅有QS产品证号而未见“蓝帽子”，对此，广州众帮律师事务所律师刘祥红认为，此举已涉及虚假宣传，违反《广告法》。

In addition, the recent Maca health products popular is "blue hat" heavy disaster area, such as Guangzhou Yabo Biological Technology Co., Ltd. "Kang Beijian brand Maca tablets" that enhanced immunity, improve sleep and other health effects, but reporters found that this product is only QS440113012021 products, the State Food and drug administration the site; in addition, the reporter also found that "the situation is the same brand, above the hall card" products only QS products, but not "blue hat", in this regard, Guangzhou Zhongbang lawyer Liu Xianghong think, this has involved in false propaganda, in violation of the "advertisement law".

健谊肉桂片称能治糖尿病专家表示没科学证据

Jian Yi cinnamon said film can cure diabetes experts said no scientific evidence

在保健食品广告中，糖尿病可谓是涉嫌夸张宣传的重灾区。其中保留某报纸的一则保健品广告上发现，商品名为“健谊肉桂片”以整版篇幅宣称“糖尿病领域难题新突破”，其中记者还看到，诸如“胰岛细胞吃饱”、“血糖更稳定”、“快速排糖毒”、“摆脱药物依赖”等字眼充斥在广告中。对此，广州某三甲医院内分泌科医师向记者表示，保健食品对糖尿病的作用至今没无明确证据，更不可能有替代药物的功效。

In the health food advertising, diabetes is suspected of exaggerated propaganda of disaster area. The retention of found a newspaper health product advertising, brand name "Jian Yi cinnamon" with a full page says "breakthrough" diabetes problem, the reporter also saw, such as "eat" islet ", more stable blood sugar," sugar "fast row poison", "get rid of drug dependence" with the words in advertisement. In this regard, Guangzhou a hospital department of Endocrinology physician told reporters, the role of health food for diabetes has no clear evidence, but can not replace drugs.

除糖尿病外，有保健食品还宣称是“治疗胃肠病的良方”，如4月26日记者在某报纸广告上发现，“菌王1号口服液”以所谓“案例”及“科普解读”去证”自身有治疗胃肠病的作用，但实际上该产品只是一款有“蓝帽子”的保健食品。另外，中药灵芝也成了保健食品销售的噱头，如重庆一厂家生产的“破壁灵芝孢子粉”在某报纸广告上也宣称对“高血压、糖尿病、肝病”有改善功效。▲

Except for the diabetes, health food also claims to be the "recipe" for treatment of gastrointestinal diseases, such as the April 26th reporter found in a newspaper advertisement, "the king of 1 bacteria oral liquid" in the so-called "case" and "science" has its own interpretation of "to permit treatment of gastrointestinal disease, but in fact it is only a" health food blue hat ". In addition, the Ganoderma lucidum is a health food sales gimmicks, such as the Chongqing factory production of "broken Ganoderma lucidum spore powder in a newspaper advertisement also claimed to improve efficacy of hypertension, diabetes, liver disease. "

责任编辑：小申

Editor: small Shen