BPOM Implements Strict Rules For Cosmetic Ads That Business Actors Must Obey

JAKARTA - The Indonesian Food and Drug Supervisory Agency (BPOM) emphasized the rules for advertising products that must be obeyed by cosmetic business actors. This rule is made to protect the public from the use of cosmetics that are wrong, inappropriate, and irrational.

Quoted from the official BPOM website, on Tuesday, February 18, 2025, the promotion of cosmetic products must contain complete, objective, and non-misleading information. The promotional material is also not allowed to refer to cosmetic products as drugs that aim to cure diseases.

"Landing, promotion, and cosmetic advertisements are also not misleading, meaning that they must provide honest or not excessive information, accurate, accountable. They must not take advantage of public concerns about health problems, and do not state as if they were drugs or aim to prevent a disease," said the Chairman of BPOM RI, Taruna Ikrar.

The arrangement regarding the marking, promotion, and advertisement of cosmetics is the implementation of Article 425 paragraph (2) of Government Regulation Number 28 of 2024 concerning the Implementation Regulation of Law Number 17 of 2023 concerning Health. This regulation is also a commitment of BPOM to continue to ensure the safety, benefits and quality of cosmetic products in Indonesia.

BPOM also emphasized regulations related to the testimonials of cosmetic products. It is strictly prohibited for those who provide testimonials to be health workers or use health attributes.

"Iklan, including testimonials related to cosmetics, is prohibited from being played by health workers and medical personnel, as stipulated in this regulation. In addition, advertising actors are also not allowed to use the attributes of the health profession," he added.

Apart from business actors and the government, it is also hoped that the public will be wiser in choosing cosmetic products and not be consumed by misleading advertisements. BPOM also supports the public to speak up if they find cosmetic products that are not in accordance with their advertising claims.

"Article 20 of PerBPOM Number 18 of 2024 also contains the role of supervision by the community as partners in supervising circulating products including marking, promoting, and/or advertising cosmetics. The public must be smart consumers in choosing cosmetic products that are safe and responding wisely to information circulating," he concluded.