【直报网5月18日讯】（新华网）今年的7月份，国家药监局将启动《化妆品标签标识禁用语清单》的禁用标签办法，例如新生、复活、无添加、再生、汉方、中草药、有机、纳米、干细胞、活肤、抗氧等词汇，国家将明令禁止其出现在化妆品的标签和宣传语中。从品牌的角度来讲，运用这些词汇宣传能够获得消费者的信任，从而促进购买、消费。但从消费者的角度考虑，这种“夸大其词”式的宣传，显然不能够帮助消费者辨别、甄选，从而买到想要的产品，往往还会起到误导的作用。

CNDSN news may 18 (Xinhua) this year in July, the State Food and Drug Administration will start the cosmetics logo tag disable disable way to label the language list, such as new, resurrection, no added, regeneration, Kampo, Chinese herbal medicine, organic, nanotechnology, stem cells, activating, anti oxygen vocabulary, the state will explicitly prohibited in cosmetics labels and propaganda language. From the brand perspective, use the words of propaganda to obtain the trust of consumers, so as to promote the purchase and consumption. But from the consumer's point of view, this exaggerated propaganda, apparently can not help consumers to identify, select, so as to get the desired product, often will have to mislead.

虽然禁用标签办法即将实施，但是国内部分化妆品牌在广告语的宣传上面并没有过多改善。在百度上搜索“相宜本草”，其第一条介绍品牌的宣传语上这样写到“相宜本草—诠释“本草养肤”理念，将汉方本草和现代科技相结合，加强有效成份渗透和吸收，开发出一系列美白、保湿、控油、防晒的产品，让肌肤内在重获健康，自然、主动而且持久地筑起肌肤外在的美丽。”其中“汉方本草”、“让肌肤内在重获健康，自然、主动而且持久地筑起肌肤外在的美丽。”这种宣传语显然是违反新规，带有夸大的宣传效果。点击进入该品牌官网，在品牌一款精油系列中，品牌采用了“无添加”“深入肌底，活化底层细胞”这样的词汇来描述这款产品。

While disabling label measures to be implemented, but parts of domestic cosmetic brand in advertisement propaganda and not too much improvement. In Baidu search "affordable Materia Medica", the article first introduced brand publicity language wrote "affordable Materia Medica, interpretation of" herbal skin care "concept, Kampo herbal and modern technology combine, to strengthen the penetration and absorption of the active ingredient, developed a series of whitening, moisturizing, oil, sunscreen products, so that the inner skin regain health, natural, active and lasting built external skin beautiful." Which "Kampo herbal", "let the inner skin to regain health, natural, active and lasting built external skin beautiful." This slogan is a clear violation of the new regulations, with exaggerated publicity. Click to enter the official website of the brand, in the brand of a oil series, brand by the "without adding" into muscle, activate cells bottom "such words to describe this product.

而在另一品牌“佰草集”的宣传语中，夸大效果的现象则更为严重，不但在品牌宣传语中多次出现“本草古方”等词汇，与此同时，品牌推出的诸多系列中，无论是描述为“天地之理，以阴阳两仪化生万物；肌肤之道，以阴阳二气平衡本元”的太极养美系列，还是描述为“由自身内在平衡而焕发出的美，可谓美之本元。顺天应时，充分激发人体自身平衡调节功能，令发肤自馁而外焕发清新健康之美”的肌本理护系列，都存着在“乱用医学专业相关用语”、“明示或暗示医疗作用和效果”、“虚假夸大”等违规用语。这样的宣传往往让消费者在云山雾罩之中，凭借着一些“唬人”的词汇，就购买了也许功效并不是自己想要的产品。

And in another brand "Herborist" propaganda language, exaggerated effect is the phenomenon is more serious, not only in the brand slogan appeared several times in the "compendium of Materia Medica ancient" and other words. At the same time, brand launched many series, whether it is described as "the theory of heaven and earth and all things with both yin and Yang Yihua; skin, to Tai Chi Yin and Yang of the two gas balance the yuan" of the United States to support the series or described as "by their own inner balance and glow with the beauty and described the United States the yuan. Try to live according to the seasons to fully stimulate the body's own adjustment function, make hair skin outside Zinei coruscate fresh and healthy beauty "muscle the nursing series, save for the" indiscriminate use of medical professional language "," expressly or implied by the medical effect "and" exaggerating "violation term. This kind of publicity so that consumers are often in a muddle, with some "bluffing" vocabulary, bought may effect and not want their own products.

事实上，大多数国内化妆品在宣传上，都存在“虚假夸大”的问题。如品牌“双妹”的一款面霜的功效描述为“双重水润菁华，肌肤焕然新生”，而阿芙精油的一款产品则宣称自己是“来自普罗旺斯的"万用精油"。品牌柏莱雅则宣传自己“运用先进的海洋科技、纯净无污染的美肌能量和深海护养成分”。功效是消费者选购化妆品时重点考虑的因素之一，国家加强化妆品功效宣称管理也是保障消费者权益的重要内容。推广品牌如果沉迷于玩营销、文字游戏，堆砌天花乱坠的广告语，忽视创新和研究，这些过度宣传势必会引起消费者的反感，所以最终损害的是品牌形象和信任感。

In fact, most of the domestic cosmetics in the propaganda, there are "exaggerated" problem. Description for "double moisturizing essence, skin Huanran" such as the effect of "double brand" sister of a cream, and Aurora oils of a product declared himself "from Provence" million use essential oils ". Bo Laiya brand publicity himself "the use of advanced marine science and technology, pure and not contaminated the Meiji energy and deep-sea nursing composition". Effect is one of the consumers to buy cosmetics, the key points of consideration of factors, the state to strengthen the efficacy of cosmetics claims management is to protect the interests of consumers important content. Brand promotion if you indulge in play with marketing, word games, a pile of hype language, to the neglect of innovation and research, the excessive publicity will cause consumer antipathy, so ultimately harm is brand image and a sense of trust.

《化妆品标签标识禁用语清单》将于7月正式生效。在这一条例中明确指出，针对违反“第九条”即含有禁用词标签的，食药监局将“责令限期改正，并处1万元以上3万元以下罚款；逾期未改正的，按《化妆品卫生监督条例》第二十八条情节严重的情形处理”。如在其责令期未更改禁用词将面临哪些惩罚呢？由《化妆品卫生监督条例》第二十八条可见，国家有权责令经营单位“停止经营，没收违法所得，并且可以处违法所得2到3倍的罚款”。这是否能够彻底根绝化妆品的“虚假、夸大”宣传呢？记者将持续关注。▲

"Cosmetics label list" disable language will come into effect in July. In this Ordinance clearly pointed out, for violation of "the nine" that contains the word label, the food and Drug Administration will "ordered deadline to correct, impose a fine of not less than 10000 yuan but not more than 30000 yuan following a fine; overdue correction, according to the" cosmetic health supervision regulations "article 28 If the circumstances are serious situation processing is disabled". As in the ordered period did not change forbidden words which will face the punishment? By "cosmetic health supervision regulations" Article 28 visible, the state has the right to order the business unit "to stop operating, the confiscated illegal income, and may impose a fine of up to two to three times the illegal income. It is able to completely eradicate the cosmetics "false, exaggerated propaganda"? The reporter will continue to focus on. 3

责任编辑：小申

Editor: small Shen