Authorities Take Action Against Misleading Edible Skincare Ads

By Lara Kramer  •  17 Feb 2025 in News

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Several misleading advertisements promoting skincare products as edible have been removed from social media after drawing scrutiny.

These ads, posted under the name of an international cosmetics brand, featured individuals appearing to consume skincare products, creating a dangerous and deceptive impression about their safety.

A recent check confirmed that the links to both advertisements are no longer accessible to the public. However, as of 3 p.m. on 10 February, videos on the brand’s official TikTok account still show hosts promoting the skincare line while dressed in white coats, resembling medical professionals.

In live broadcasts, however, the host is no longer seen wearing a white coat, possibly in response to concerns about misleading medical associations.

Authorities had previously flagged the China-based cosmetic brand for posting videos that suggested its acid-based peeling solution and sunscreen were fit for consumption. Health Minister Datuk Seri Dr Dzulkefly Ahmad mentioned that on 31 January, a letter was issued suggesting the possibility of revoking the product’s notification, an official approval necessary for its sale in Malaysia.

The notification holders, two local companies based in Kuala Lumpur, have been given 14 days to respond. If they do not, their notifications may be revoked, which could lead to the products no longer being available in the country.

One of the now-removed advertisements featured a 26-second clip of a Malaysian woman placing a red-colored peeling solution directly into her mouth, mimicking ingestion. Another 25-second video showed a male presenter scooping a spoonful of the brand’s sunscreen straight from its packaging and consuming it on camera.

While the advertisements carried the brand’s name, it remains unclear whether the social media accounts posting them were officially linked to the company.

Netizens were also quick to call out the brand over this hazardous advertising practice:

Beyond the clear health risks posed by such misleading claims, these advertisements also violated Malaysia’s Guidelines for Cosmetic Advertisement, which strictly prohibit any implication of medical endorsements by professionals.

The portrayal of individuals in white coats lend an additional air of medical credibility to the claims, further compounding the misleading nature of the content.

Misinformation spreads quickly on social media, so always question bold beauty claims. Just because a product is marketed a certain way doesn’t mean it’s safe. Always verify through trusted sources and prioritise your well-being.