The Indonesian National Agency of Drug and Food Control (BPOM) recently revoked the distribution permits of eight men’s cosmetic products after finding promotional content that violated public decency norms. These products claimed to “enhance male stamina,” a statement that clearly exceeds the boundaries of what cosmetics are allowed to claim under BPOM Regulation No. 18 of 2024. This major recall sends a strong signal: the cosmetic industry must maintain ethical promotional practices—or face serious consequences. This case raises a critical question for all business players: is your marketing strategy truly aligned with BPOM’s latest regulations?
The Background Behind the Recent Case
BPOM confirmed the recall of eight men’s cosmetic products due to promotional content deemed “inappropriate and indecent.” These findings emerged from intensified monitoring of online advertisements and cosmetic promotions during Q1 of 2025. The products in question made claims that fall outside the definition of cosmetics—such as enhancing stamina, which is unrelated to cosmetic functions. BPOM Chief Taruna Ikrar emphasized that under Regulation No. 18/2024, cosmetics are defined as products used to cleanse, perfume, beautify, or maintain the body—meaning stamina-boosting claims “cannot be categorized as cosmetic.” This is not the first case: on March 11, 2024, BPOM had already flagged four cosmetic products that exploited erotic and sexual elements in their promotions.
As a result, BPOM ordered manufacturers to withdraw and destroy the non-compliant products and to immediately stop all advertisements across all platforms. “BPOM has taken firm action—all of these products must be pulled from the market and are prohibited from being promoted again,” stated Ikrar.
Siaran Pers | Badan Pengawas Obat dan Makanan (pom.go.id)
Advertising Rules for Cosmetics in Indonesia
BPOM Regulation No. 18 of 2024 on Cosmetic Labeling, Promotion, and Advertising was officially enacted on November 15, 2024, and came into effect on November 28, 2024. This regulation replaces earlier guidelines, including Regulation No. 30/2020 (labeling) and No. 32/2021 (advertising). The core message is clear: cosmetics are body care products, not medicines or supplements. As such, cosmetic advertisements must align with this definition. Promotional content must not give the impression of having medicinal effects—claims about healing or medical benefits are strictly forbidden.
The new regulation also requires advertisements to be honest, objective, and not misleading. Ads must be based on factual information and must not make exaggerated claims. Including elements of pornography, ethnic or religious insensitivity, or sexual exploitation is also strictly prohibited. Taruna Ikrar reiterated that “cosmetic promotion must be conducted responsibly and in accordance with public decency.” In other words, all marketing campaigns must respect ethics and the prevailing regulations.
Risks Faced by Business Operators
Lax compliance can result in serious consequences. If BPOM finds promotional violations, businesses may lose their product distribution permits. As seen in this case, the eight recalled products had their permits revoked and were ordered off the shelves, with all related advertisements banned. This means the products can no longer be sold or promoted. Beyond financial losses from stock destruction, companies also risk reputational damage and loss of consumer trust. During the press conference, Taruna Ikrar emphasized that if violations occur, “we will impose appropriate sanctions.” These may include substantial administrative fines and future marketing bans. Violations may also damage brand image, harm export partnerships, and even lead to legal claims due to misleading advertising.
Recommended Steps to Ensure Regulatory Compliance in Advertising
To avoid permit revocation, cosmetic businesses are strongly advised to take the following actions:
- Understand applicable regulations. Study Regulation No. 18/2024 and related guidelines to ensure full compliance in all marketing activities. Make sure product labels and advertisements use proper Indonesian language, display BPOM notification numbers, and include ingredient and manufacturer information.
- Audit promotional content. Review all marketing materials—social media, websites, packaging, brochures—for exaggerated or irrelevant claims. Avoid statements that suggest health effects beyond cosmetic functions (e.g., “performance booster” or “instant slimming”). Use scientific data to support any claims, and ensure the content is honest and easy to understand.
- Respect public decency and ethical norms. Avoid content with pornographic elements, explicit sensuality, or ethnic/religious insensitivity. Ad content and wording should be polite—focusing on beauty or care benefits rather than sexual undertones.
- Include legal product information. All cosmetics distributed in Indonesia must be registered with BPOM. Always include the product’s notification number in promotional materials. Avoid promoting unregistered products, as this constitutes an administrative violation.
- Implement internal review processes. Establish a team or procedure to screen and approve marketing materials before release. Train your marketing team on the limits of promotional claims. If in doubt, consult regulatory experts or supervision agencies in the cosmetics/pharmaceutical sector to ensure full compliance.
In conclusion, BPOM reminds all industry players that regulatory compliance is not a mere formality. BPOM Chief Taruna Ikrar firmly stated that cosmetic businesses “must comply with all applicable regulations in their promotional practices.” Ensuring every advertisement adheres to BPOM guidelines not only prevents sanctions but also protects consumer trust and strengthens your brand’s credibility in both local and international markets.
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