Domestic health food must go through registration or filing before they can be sold, but applying for the "blue hat" is difficult and the approval time is long. Many foreign health food tend to be imported through cross-border channels. At present, there are several major cross-border platforms in China with similar requirements. In this issue, taking Tmall Global as an example, Antion introduced the advertising promotion of cross-border health food.
01 Basic Requirements
According to the Tmall Global Health Product Release Specification, commodities must meet the product requirements of the original sales destination country/region. The advertising details page must include clear physical product images, and label information should include the name of the food; Main raw materials; The Chinese names and contents of the main active ingredients; Specifications; Product function; Suitable people; Unsuitable people; Method and dosage of consumption; Shelf life/expiration date; Storage method; Manufacturer; Production address; Original sales destination country/region; Precautions; It should be indicated that this product cannot replace drugs (if there are warning statements on the package required by the original sales destination, they need to be translated into Chinese and displayed on the product details page) and its Chinese.
02 Product Promotion Specification
According to the Tmall Global Health Product Release Specification, product efficacy promotion should be based on objective and verifiable written evidence, including but not limited to product label, product manual, overseas product website and scientific research papers.
The data in product promotion must be indicated the source, including but not limited to research reports and official government announcement.
03 Prohibited Promotion Contents
According to the Tmall Global Health Product Release Specification, products are not allowed to promote the following contents:
1. Make assertions or guarantees about the efficacy of product, implying that the use of the product can lead to health.
2. Expand the scope of suitable people, express or imply that it is suitable for all symptoms and all people.
3. Promote the role of disease prevention and treatment.
4. Compare or belittle other products.
5. Contain contents such as "refund if invalid" or "guaranteed by xx insurance company".
6. Contain promises such as "100% effective", "zero risk", "safe", "non-toxic or side effects" and "no dependence".
7. Contain evaluative contents such as effectiveness, cure rate, ranking and awards.
8. Utilize the names and images of state organs, medical institutions, academic institutions and industry organizations, nor to utilize the names and images of experts, medical personnel and consumers to prove the efficacy of product.
9. Use images of breastfeeding women and infants to express or imply as a substitute for breast milk.
10. Exaggerate a certain health condition or disease, or describe the physical harm that a certain disease can easily cause, which may cause the public to worry or fear about their own health, lead to the public misunderstanding that not using this dietary supplement will result in a certain disease or deterioration of their physical health.
11. Contain absolute or exclusive terms and expressions such as "highest technology", "most scientific", "most advanced" and "best".
12. Directly or indirectly encourage the arbitrary or excessive use of dietary supplements.
13. Promote that the commodity can replace drugs.
04 False Promotional Words
According to the rules of Tmall Global's Disease Treatment Function/Medical Terminology, products should not include the following false promotional words:
1. Description of hospital recommendation, medical grade, pharmaceutical grade, medical grade category.
2. Disease information description. Common diseases: myopia, hypertension, gastritis, headache, gout, insomnia, etc.
3. Control of disease symptoms or manifestations. Prohibit the description of certain symptoms of the disease, implying that the product being sold can improve symptoms and reduce the risk of disease. Intentionally evading inspection through pinyin, variant characters, deformed characters, shortened characters, etc. will result in increased punishment.
4. Verbs/adverbs, etc.+symptom description. Common illegal expressions are as follows: prevent diseases, improve vision, lower blood pressure, improve sleep, lose weight, detoxify, remove heat from the liver and strengthen the brain.
5. Control of disease data indicators. Common diseases involving indicators: uric acid level in gout, blood pressure level in hypertension, blood lipid indicator in hyperlipidemia.
6. Performance commitment. Common illegal expressions are as follows: cure xxx, not afraid of xxx, invincible opponent of xxx, xxx is treated.
7. Compare with formal treatment methods or medical devices, drugs and medical services. No dye hair, no lasers, no transplant hair, no insulin, etc.
8. Control of efficacy information. Express or imply the treatment effect and efficacy on disease: calming the mind; nourishing the brain; spot cleansing and so on.
9. Control of commodity name. The product name includes folk remedies, secret formulas, medicinal formulas, Tibetan medicine, Miao medicine and so on.
Source: Antion
Note: This article is compiled by Antion. Please indicate the source for reprint.