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New Requirements for Health Food Advertisement in China

On July 4, 2015, the State Administration for Industry & Commerce (SAIC) released the draft of Interim Regulations on Food Advertisements based on the newly published China Advertisement Law, which proposes strict requirements on health food advertisements. This regulation will be formally implemented from Sep. 1, 2015.

Health food advertisements should be examined and approved prior to marketing activities. There should be obvious indications in health food advertisements that the product is not a substitute for drugs.

Celebrity endorsement is prohibited for health foods. It is not permitted to advertise a guarantee on the safety and efficacy of a health food, nor use any expression claiming or implicating disease prevention or curative properties. There should not be any comparison with other varieties of health foods or drugs in advertisements.

The health functions, efficacy/iconic ingredients and contents, suitable consumption groups, dosage, etc. in health food advertisements should be in accordance with product approved by CFDA, and shall not be altered arbitrarily. The health food approval number should also be indicated in advertisements.

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