Health minister directs cosmetic brand to take down misleading ads on edible skincare products

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The ministry of health in Malaysia has reportedly flagged a popular China-based cosmetics brand for claiming that its products are edible in a series of ads posted on social media.

In response, health minister Dzulkefly Ahmad said that the National Pharmaceutical Regulatory Agency (NPRA) has issued a notice to the company to explain itself and that the ministry has initiated the process of having the company's products removed from the market, according to New Straits Times.

The minister reportedly added that the company's license to sell the product might be revoked for suggesting that its face skin solution can be consumed. He explained that the ads were not only misleading but also posed a risk to health of consumers.

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In addition, the claims that the product could be used orally contradicts requirements in the guideline for cosmetic claims and guideline for cosmetic advertisement, Dzulkefly reportedly said.

In one of the now-deleted ads, a Malaysian talent could be seen putting the brand's "acid-laden, blood-red skin peeling solution" in her mouth, reported New Straits Times. In another video ad, a male talent was seen consuming a spoonful of the brand's sunscreen cream straight from the packaging.

Additionally, an ad from the brand reportedly featured an image of a woman drinking the solution, with an accompanying headline that questioned if one can get more beautiful skin by "drinking blood".

The brand's ads also saw people wearing white coats typically worn by doctors, according to media reports. This implies that the brand's products are endorsed by professionals. Professional endorsements by doctors, dentists or pharmacists in advertisements is prohibited by the guideline for cosmetic advertisement.

According to BH Online, the NPRA has regulated over 1,200 cosmetic ads in the past year, while the ministry of health has screened a total of 1,952 ads.

On top of ads that mislead consumers or pose a risk to consumer health, ads that are deemed sexual or obscene are also at risk of being taken down. Last year, Public Health Malaysia called out health and beauty brand Isterix for its use of symbolic images in its product marketing. The ad in questioned used fruits to recreate the visual of female genitals.

Public Health Malaysia called it "cheap marketing" and added that such an ad degrades women. In addition, Public Health Malaysia highlighted that the brand used scare-based marketing with false claims such as claiming that the product can prevent health and beauty problems.

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