【IMPORTANT】 Failure to adhere to the following advertising guidelines may result in account suspension, forced withdrawal, and non-refundable account balances. Please ensure to read and understand these guidelines thoroughly.
When making PR posts, there are legal requirements on "what not to write" and "expressions to be cautious of." Please read through carefully to avoid any unintentional violations.
1. General Guidelines for All Campaigns
【Indicate PR】
For content posted at the request of advertisers, be sure to display "PR" or "Advertisement PR." Hiding the fact that it is PR or a campaign constitutes stealth marketing (stealth advertising) in violation of the Act against Unjustifiable Premiums and Misleading Representations, and poses a risk of public backlash. Always indicate that it is PR.
Example: "This product is amazing! #PR #AdvertisementPR"
【Avoid False or Exaggerated Claims】
When making PR posts, be careful to avoid false or exaggerated claims.
NG Example: "Just by using this product, I lost 10 kg in one week!"
OK Example: "I lost weight by using this product along with diet control and exercise."
【Do Not Use Others' Works Without Permission】
Do not use images or videos created by others without permission from the rights holders. Use materials that you have created yourself or have obtained permission to use.
NG Example: Using posts from other influencers or images found on the internet without permission.
【Do Not Defame Advertisers, Products, or Competitors】
Defamation, excessive negative expressions, and posts that may make viewers uncomfortable are prohibited. If you encounter issues during your experience, please consult with the GUIMI-PLANET management office first.
NG Example: "This company’s product was good, but their service was terrible."
【Regarding Promotional Price Indications】
Promotional prices must have been in effect for at least 4 out of the 8 weeks prior to the promotion.
NG Example: "Regular price is 3000 yen, but it's on sale for 2000 yen."
OK Example: "This product, usually sold for 3000 yen, is now reduced to 2000 yen for a limited time!"
2. Guidelines for the Beauty Category
【Regarding Health Foods and Supplements】
Health foods and supplements must not be presented as having medicinal benefits.
NG Example: "Taking this boosts your immunity and prevents COVID-19."
OK Example: "Helps maintain daily health."
【Regarding Cosmetics】
If true, you can use the "56 functional claims" for PR. Makeup effect expressions are also allowed.
NG Example: "Spots completely disappeared."
OK Example: "Covers spots effectively."
【Regarding Quasi-drugs (Medicated Cosmetics)】
Quasi-drugs can express their benefits according to their type. Confirm with the advertiser on appropriate expressions to use.
【Regarding Beauty Devices】
Beauty Devices: Beauty devices not approved as medical devices can only claim effects equivalent to cosmetics.
NG Example: "Tightens facial lines perfectly and completely eliminates sagging."
OK Example: "Improves skin texture."
Shapewear and Weight Loss: Claims like "Just wearing this will make you lose weight" are NG. Only display physical tightening effects.
NG Example: "I got slim just by wearing this!"
OK Example: "Wearing this makes my body shape look better."
Breast Enhancement: Physical effect claims for breast enhancement are OK, but claims of improving body function or structure are NG.
NG Example: "My breasts got bigger."
OK Example: "Wearing this gathers back fat to the bust, making it look bigger."
【56 Functional Claims for Cosmetics】
If true, you can use the following 56 claims for PR:
- Cleanses scalp and hair
- Suppresses unpleasant odor of scalp and hair with fragrance
- Keeps scalp and hair healthy
- Gives hair resilience and body
- Moisturizes scalp and hair
- Maintains moisture in scalp and hair
- Makes hair supple
- Improves combing
- Maintains hair luster
- Gives hair luster
- Eliminates dandruff and itching
- Suppresses dandruff and itching
- Replenishes and retains moisture and oil in hair
- Prevents split ends and hair breakage
- Maintains hairstyle
- Prevents hair static
- Cleanses skin (by removing dirt)
- Prevents pimples and heat rash (cleansing products)
- Conditions skin
- Improves skin texture
- Keeps skin healthy
- Prevents rough skin
- Tightens skin
- Moisturizes skin
- Replenishes and retains moisture and oil in skin
- Keeps skin flexible
- Protects skin
- Prevents skin dryness
- Softens skin
- Gives skin firmness
- Gives skin luster
- Smoothens skin
- Makes shaving easier
- Conditions skin after shaving
- Prevents prickly heat (body powder)
- Prevents sunburn
- Prevents sunburn-induced spots and freckles
- Provides fragrance
- Protects nails
- Keeps nails healthy
- Moisturizes nails
- Prevents chapped lips
- Improves lip texture
- Moisturizes lips
- Keeps lips healthy
- Protects lips
- Prevents lip dryness
- Prevents lip cracking due to dryness
- Prevents cavities (※)
- Whiten teeth (※)
- Removes plaque (※)
- Purifies the mouth (toothpaste)
- Prevents bad breath (toothpaste)
- Removes tobacco stains (※)
- Prevents tartar formation (※)
- Reduces the appearance of fine lines caused by dryness
※ Toothpaste used during brushing.
Please follow these guidelines to conduct accurate and honest PR activities. Violations may result in legal fines or account actions by the platform.