Eight Cosmetic Products Revoked by Food and Drug Authority for Misleading Claims
Indonesia’s Food and Drug Authority (Badan POM) has taken firm action by revoking the distribution licences of eight women’s cosmetic products. The action follows the discovery of serious violations involving misleading promotional claims that contravene decency standards in digital spaces.
Taruna Ikrar, Head of BPOM, stated that the products were identified during intensive surveillance in the second half of 2025. Based on audit results, the products’ promotion violated BPOM Regulation No. 18 of 2024 concerning labelling, promotion, and advertising of cosmetics.
“BPOM discovered cosmetics promoted with claims such as ‘tightening breasts’, ‘enlarging breasts’, and ‘tightening intimate areas’. These claims are sensational, misleading, and cannot be scientifically proven,” Taruna said in Jakarta on Tuesday (17 March).
He emphasised that under regulations, cosmetics are intended solely for external use to cleanse, perfume, or alter appearance. Cosmetic products are strictly prohibited from claiming therapeutic functions or the ability to alter bodily organ functions.
As enforcement action, BPOM has instructed relevant business operators to immediately withdraw the products from the market and destroy them. Additionally, all forms of promotion on marketplaces and social media must cease immediately.
“Such practices not only violate the law but also potentially endanger public health and cause widespread consumer harm,” Taruna added.
BPOM also appealed to the public to become discerning consumers. “Do not be easily tempted by unrealistic claims. Always perform KLIK Check (Check Packaging, Check Label, Check Distribution Licence, and Check Expiry Date) before purchasing any cosmetic product,” he concluded.
The authority also noted that it has discovered two new modes of illegal cosmetic sales, both designed to deceive consumers. Registration for BPOM distribution licences for MSMEs has become easier and can now be completed online, according to Ema Setyawati, Director of Community Empowerment and Processed Food Business Development at BPOM.