Not a stamp of approval: China's Little Golden Shield not an endorsement of kids’ cosmetics - regulator

The Little Golden Shield was introduced in December 2021 by the National Medical Products Administration (NMPA).

The introduction followed the regulatory framework drawn up for cosmetics products targeted at children which came into force on January 1 this year.

Last year, China introduced the regulation and the Little Golden Shield mark as a means to safeguard and protect children amid the growing popularity​ of beauty and personal care products for babies and children.

The label was meant to differentiate children’s cosmetics from regular cosmetics as they have to undergo stricter regulatory requirements in terms of formulation, safety assessment and production.

“[The Little Golden Shield] is intended to express the joint efforts of all social parties, including the drug supervision and management department, to continuously improve the quality and safety of children's cosmetics,” ​the NMPA clarified in a statement it published on March 9.

However, the NMPA has observed that some children's cosmetics manufacturers could misuse the logo in their marketing.

“When some cosmetics manufacturers and operators promote their products, they link the Little Golden Shield with propaganda terms such as obtaining national approval and quality certification, intentionally confusing the purpose of the Little Golden Shield.”​

The food and drug regulator emphasised that the Little Golden Shield is only meant to distinguish children’s cosmetics from other cosmetic products meant for adults, as well as toys that may look like cosmetics.​

“The Little Golden Shield label on the cosmetic packaging only indicates that the product belongs to children's cosmetics, it does not mean that the product has been approved by the regulatory authorities or certified for quality and safety.”​

Children’s cosmetics are defined as cosmetics for children aged 12 and under that claim to have functions such as cleansing, moisturising, body refreshing and sun protection.

According to the regulations, children’s cosmetics does not include colour cosmetics products.

From May 1, 2022, children's cosmetics that apply for registration/notification must be labelled with the logo. For those that have applied for registration/notification before May 1, 2022, the packaging should be updated before May 1, 2023.

“This means that more and more children's cosmetics marked with the Little Golden Shield will appear in the market… Parents, please pay attention to logo when purchasing children's cosmetics and correctly understand its meaning,” ​said the NMPA.