Can Ejiao write blood tonic?

"Ejiao" refers to a glue stick made from the skin of Equus donkey by boiling and concentrating, which can be used as medicine and food. It belongs to both traditional Chinese medicine and health food.

Ejiao itself has the functions of enriching blood, stopping bleeding, nourishing yin and moistening dryness. It can enrich blood, whiten skin, resist aging, fatigue and improve immunity, and is suitable for a wide range of people.

"Tonifying blood" can be regarded as a medical term, so it is not allowed to use medical terms unless it is medical treatment, drugs or medical devices. See Article 17 of Chapter II of the Advertising Law:

Article 17 Except for advertisements for medical treatment, drugs and medical devices, it is forbidden to use any other advertisements that involve the function of disease treatment, and it is not allowed to use medical terms or terms that easily confuse marketed goods with drugs and medical devices.

However, Ejiao itself has the property of medicine, so as a medicine, it is no problem to write blood tonic on the functional description of Ejiao, which can be used.

However, it needs to be reminded that whether it is regarded as medicine or health food, you should not make assertions or guarantees on efficacy. Chapter II of the Advertising Law clearly stipulates that:

Article 16 Advertisements for medical treatment, drugs and medical devices shall not contain the following contents:

(1) Assertions or guarantees indicating efficacy and safety;

Eighteenth health food advertisements shall not contain the following contents:

(1) Assertions or guarantees indicating efficacy and safety;

(2) Involving the functions of disease prevention and treatment;

The "forbidden words" in the Advertising Law are improper words used in advertisements by major e-commerce platforms and websites based on the interpretation of the Advertising Law: extreme words, false exaggerated words, misleading words and other words that violate laws and regulations. It is also to help advertisers and advertising operators to engage in advertising operation and promotion more safely.

With the long-term practice of advertising law by relevant government departments (industry and commerce, etc.). ) and increasingly strengthened supervision, and with the deepening of the interpretation of the advertising law on the websites of various e-commerce platforms, the scope of prohibited words in the advertising law is also expanding, and at the same time, detection tools for prohibited words in the advertising law have appeared, such as Baidu related thesaurus, Tmall thesaurus, JD.COM thesaurus, online detection software and so on. Through these detection tools, it can also effectively help the practitioners of advertising operation and promotion to identify the forbidden words in advertising law quickly and effectively, and can choose the tools suitable for them as the auxiliary of copywriting operation and promotion to ensure their safety and legitimacy.

Reference: Tmall thesaurus, word cow