China, through the State Council, is seeking public opinion on its plan to add oral care products in its cosmetics regulation, as it recently published a draft revision about the country's rules on cosmetics.
A source told the Shanghai-based China Business News that such move could have an impact to the way the oral care industry is being regulated and promoted. However, some affected products, such as toothpaste, will not be affected in terms of price but only advertising and regulation.
Requesting for anonymity, the source said that prior to the proposed revision, "China has previously not regulated oral care products and they are only subject to the supervision of the Quality Inspection Department."
"If they are included in the category of cosmetics, they will be subject to stricter regulations by the China Food & Drug Administration," the source further remarked. Under the revision, as cosmetics are subject to screening, medicinal toothpaste will also be undergoing a special screening.
Some may also be tested via human trials to prove medical effects. All ingredients must also be listed if they are included as cosmetic products. Apart from these, advertising and promotion will also be affected, the source said.
In 2014, the China Oral Care Industry stated that the retail revenue of the industry rose by 5 percent. Statistics also showed the breakdown of the industry's market share, with super high-end items occupying 20 percent; high-end, 8 percent; mid-end, 52 percent; and low-end, 20 percent.
Meanwhile, in terms of functions, the breakdown is as follows: herbal, 19 percent; freshness-centered, 10.7 percent; teeth-whitening, 29.9 percent; anti-cavity, 16.3 percent; allergy-fighting, 8.4 percent; and multi-functional, 9.8 percent.
"Surrounding the themes of whitening, freshness, health and combating bleeding, a lot of the toothpaste enterprises have stretched their imaginations, with some recklessly exaggerating the medical effects or making their toothpaste sound as if it is a drug, with the aim of cheating customers," the source shared.
With the regulation reform, advertisements are urged to refer only on the basics of cleaning the teeth and avoid exaggerated information just to win recognition.