• Benjawan Ngowsakun Cosmetics and Hazardous Substances Control Division, Food and Drug Administration
  • Natthanicha Kruaphu Department of Community Pharmacy, Faculty of Pharmacy, Silpakorn University, Sanamchandra Palace Campus, Nakhon Pathom
  • Nonthakorn Panichnava Department of Community Pharmacy, Faculty of Pharmacy, Silpakorn University, Sanamchandra Palace Campus, Nakhon Pathom
  • Niramon Promthong Department of Community Pharmacy, Faculty of Pharmacy, Silpakorn University, Sanamchandra Palace Campus, Nakhon Pathom
  • Woratha Ekphachaisawat Department of Community Pharmacy, Faculty of Pharmacy, Silpakorn University, Sanamchandra Palace Campus, Nakhon Pathom
  • Eakapoat Charaspaew Nakhon Pathom Provincial Public Health Office, Nakhon Pathom
  • Waranee Bunchuailua Department of Community Pharmacy, Faculty of Pharmacy, Silpakorn University, Sanamchandra Palace Campus, Nakhon Pathom




advertisement, advertising, cosmetic, online shopping application, online shopping


Cosmetic advertising on online shopping applications has become prominent. The purpose of this research was to examine and evaluate the advertisements of facial skin care cosmetics on an online shopping application according to the Cosmetic Advertising Guidelines of the Thai Food and Drug Administration (FDA). Data on advertisements of facial care cosmetics including whitening, anti-wrinkle and skin-tightening products available on the online shopping application were collected during 1-31 December 2020. Descriptive statistics were used for data analysis. It was found that there were 932 cosmetic products, with 1,364 advertisements from the survey. Out of 1,364 advertisements, 50.22% were advertisements using only advertising messages, and 98.75% (1,347 advertisements) were in discordance with the FDA’s advertising guidelines. Among these, 19.21% were found as advertisements containing illegal advertising content and 79.54% were advertisements likely to be in discordance with the recommended guidelines. Facial care cosmetics including whitening products were the most frequently reported product with 53.96%. Results indicated that a number of cosmetic advertisements are not in accordance with the FDA guidelines and this may increase the risk to consumers. Regulatory agencies such as the Food and Drug Administration, and Provincial Public Health Office need to find measures to regulate and supervise cosmetic advertising on online shopping applications to increase the efficiency of consumer protection.



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Original Research Articles