The recent enforcement action by the Ministry of Health against misleading cosmetic advertisements, particularly those promoting their products as "edible" has raised serious concern on ethical marketing.

This alarming trend not only poses serious health risks to consumers but also underscores the urgent need for stricter regulatory oversight and consumer awareness.

The Dangers of Consuming Cosmetic Products

Cosmetic products are formulated for external use, designed to cleanse, beautify or alter the appearance of the skin, hair or nails. They are not intended to be ingested.

However, misleading marketing tactics that use terms like “edible cosmetics" have blurred the lines between beauty products and dietary supplements, putting consumers at risk.

Cosmetic formulations often contain chemicals, preservatives and active ingredients designed for topical application. While these ingredients are generally safe for the skin, they can be toxic if ingested.

For example:

• Acid-laden skincare products formulated for exfoliation, brightening or acne treatment can be highly corrosive and toxic.
• Sunscreen active ingredients such as oxybenzone and avobenzone have raised concerns over potential hormone disruption and cancer risks.
• Synthetic compounds, metal oxide, and preservatives commonly found in cosmetics may lead to gastrointestinal distress, organ damage or long-term health complications.

Despite claims that some products contain “food-grade” ingredients, these formulations are not tested or approved for ingestion. Without toxicological studies and regulatory approval, they do not meet the same safety standards applied to food or dietary supplements.

The rise of social media has further fuelled misinformation, spreading deceptive advertising that misleads consumers and jeopardises public health.

Safeguarding Public Health

The Ministry of Health and the National Pharmaceutical Regulatory Agency (NPRA) have acted against misleading cosmetic marketing. Under Malaysian regulations, cosmetic products are strictly intended for external use only. Any advertisement suggesting otherwise is a direct violation of industry guidelines, specifically the Guideline for Cosmetic Claims and Guideline for Cosmetic Advertisement under the Guidelines for Control of Cosmetic Products in Malaysia.

The NRPA’s recent decision to revoke the product notification of a company promoting misleading claims sends a clear message that unethical marketing practices will not be tolerated.

This enforcement highlights the crucial role of regulatory bodies in ensuring that brands adhere to strict safety and labelling requirements. Without proper enforcement, brands may exploit loopholes in advertising rules, putting public health at risk.

How to Identify False Cosmetic Claims

While regulatory agencies play a crucial role in protecting consumers, awareness is equally important in tackling misleading cosmetic claims.

Firstly, consumers need to understand the product labels as cosmetics are meant for external use only. Any claims suggesting ingestion should raise red flags immediately.

Additionally, reliable products will always have proper certifications from regulatory bodies or laboratories.

In Malaysia, consumers can verify whether a pharmaceutical or cosmetic product is registered or notified under NPRA's QUEST system. This ensures the product complies with local regulations.

Products that claim to enhance skin health through ingestion should be categorises as dietary supplements, not cosmetics, and regulated separately by the Ministry of Health.

Consumers should familiarise themselves with common cosmetic ingredients and their intended use. Some ingredients, while safe topically, may be harmful if ingested.

If consumers encounter misleading advertisements or have doubts about a product's safety, they should report it to the NPRA or Ministry of Health for further investigation. When in doubt, seek advice from a dermatologist, pharmacist or other medical professionals before using unfamiliar products.

In today's digital era, social media platforms are filled with exaggerated claims and misleading content. As consumers, it is essential to prioritise evidence-based information over viral beauty ads. Also, be wary of products that claim 'magical' effects without scientific proof.

The Ministry of Health and NPRA play a vital role in ensuring the safety and integrity of the cosmetic industry. However, sustained efforts are needed to tighten regulations, enhance enforcement, and educate consumers on identifying deceptive marketing strategies.

As beauty trends continue to evolve, safety must remain the top priority. No skincare or cosmetic product is worth compromising one’s health, and responsible consumption should be the guiding principle for all consumers.

-- BERNAMA

Dr Chu Chee-Chin is a Lecturer at the School of Pharmacy, Faculty of Health and Medical Sciences, Taylor's University.