Type of prohibited expression
Prohibited expression example
||Names other than the sales names or common names which were approved, names which suggest beneficial effects, maximum-class expressions
|Alkaline ionized water
||Expressions representing usages for treatment of other than approved symptoms (including suggestive expressions)
||Makes lifestyle-related diseases less likely.
Cures atopic dermatitis.
Helps recovery from drunkenness or hangovers.
|Expressions representing improvements in physical condition (including suggestive expressions)
||Improves physical condition.
Absorbed calcium ions neutralize acidic substances in the body and work to maintain a slightly alkaline body condition.
For fatigued bodies
Effective against cancer
For stiff shoulders or heartburn
Since it is easily absorbed by the body (cells), it acts to aid metabolism and the discharge of waste materials from the body.
|Applications for other than originally approved beneficial effects (including suggestive expressions)
||~ includes much calcium ions which are deficient in modern people…
~ maintains balance in eating lifestyles with many acidic foods.
|Expressions stating it as a supplementary source of nutritional calcium (including suggestive expressions)
||Calcium insufficiency is a cause of many diseases.
Calcium ion water
Calcium makes you healthy.
Full of minerals such as calcium, magnesium, etc.
||Expressions stating effects on the human body (sterilization, etc.) (including suggestive expressions)
||ures athlete's foot.
Antiseptic after shaving
For heat rash
For baby diaper rash
Prevents colds, tonsillitis, and other infections.
|Expressions exceeding range of use as cosmetic water for beauty applications (including suggestive expressions)
||Makes gray hair black.
Prevents hair loss.
Speeds recovery from rough hands.
Put it in the bath for a spa feeling.
Relieves pain from burns or skin inflammation due to sunburn, and speeds recovery.
Sterilizing cleaner for cutting boards, washcloths, hand towels, dishes, etc.
||Expressions which may be misunderstood as government ministry endorsement
||~ approved as medical equipment by the Ministry of Health and Welfare…
Also approved by the Ministry of Health and Welfare.
|Expressions guaranteeing beneficial effects (including suggestive expressions)
||Effects have been proven in hospitals. (User experience statements, testimonials from medical personnel, etc.)
|Expressions guaranteeing safety (including suggestive expressions)
||No harmful effects even if when excessive amounts are drunk.
Safe and worry-free for health
No harm even when used for long periods of time.
|Maximum-class expressions or expressions approaching maximum class (including suggestive expressions)
||Water with superior medical effects
Water with high beauty effects
Makes housewives' dreams come true.
Completely full of energy
|Negative expressions or expressions which cause uncertainty regarding tap water
||Tap water is dangerous these days.
|Slanderous expressions regarding products of other companies (including suggestive expressions)