KKLIU Guideline

The Advertising of Medicines & Health Supplements

Official guidelines by the Ministry of Health Malaysia (MOH) regarding advertising medicines, health products, and traditional herbs to the general public. Understand your KKLIU approval requirements.

Introduction to the KKLIU Guidelines

A definitive standard on how advertisers must navigate marketing medicines and therapeutic claims ethically.

Official Authority

The “Guideline on Advertising of Medicines and Medicinal Products to General Public” is an official document issued by the Medicine Advertisements Board (MAB) under the Ministry of Health. It strictly outlines how advertisers should promote products without putting public health at risk.

View Official PDF

MAB Approval Required

Any advertisement for a registered product must gain upfront approval from the Medicine Advertisements Board (MAB). The MAB retains the right to reject any wording or visuals deemed misleading or exaggerated.

The 3 Golden Rules

In simple terms, the guideline mandates that advertisers must always:

  • Ensure claims are accurate, capable of substantiation, and not misleading.
  • Refrain from claiming to treat prohibited diseases (like cancer, diabetes, hypertension).
  • Avoid exploiting public fear, ignorance, or using sensational superlatives (e.g., "miracle", "world's best").

Impact on Marketing

If you are marketing therapeutic goods, you must navigate these restrictions exactly. Any failure to comply can result in removed advertisements or fines.

Displaying your KKLIU approval number on all related ads is mandatory.

Table of Contents

Advertising Guidelines
Appendices
Promotional Practices
Social Considerations
Target Audience
Therapeutic & Product Claims
Warnings & Disclaimers

Advertising Guidelines

Advertising GuidelinesRef: Part 4 (4.1 - 4.14)

General Principles

Q: Can I use statistical claims or scientific data in my ad?

The Short Version:

Advertisements must be honest, accurate, and not mislead the public or exploit their trust.

View Official MMC Clause
PART 4
GENERAL PRINCIPLES
4.0 INTRODUCTION
This part explains the general principles related to advertising practices. Advertisers have a
responsibility to ensure that advertising of medicines and medicinal does not in any way put
patient and consumer safety at risk.
4.1 General
Advertisements should contain information that is reliable, accurate, truthful, informative,
fair, objective, unambiguous, balanced, up-to-date, be capable of substantiation and in
good taste. They should not contain any misleading or unverifiable information either
directly or by implication that is likely to induce unjustifiable medical use or to give rise to
undue risks.
It is important that advertisements do not abuse the trust or exploit lack of knowledge
among the general public. Advertisements should not lead to self-diagnosis or
inappropriate treatment of potentially serious diseases.
4.2 Standards of Promotion
An advertisement must present information which is factually correct and not
exaggerated. Advertisements should take into account peoples’ legitimate desire for
information and must encourage the correct and proper use of a medicine or medicinal
product and should not be misleading.
An advertisement shall be taken to be false or misleading if it falsely describes the
medicine or medicinal product, or it is likely to mislead as to the nature or quality of the
product of that description or as to their uses or effects, or any reference to a false or
misleading representation.
Claims made should not be stronger than scientific evidence warrants, and every effort
should be made to avoid ambiguity. Promotional material should be accurate, objective,
high ethical standards and be in good taste.
4.3 Products Allowed To Be Advertised
Advertising to the public is only allowed for product which is registered with D rug Control
Authority (DCA).
No approval shall be given for Poisons as specified in the First Schedule of Poisons Ac t
1952 unless exempted as per Appendix 1;
• Gums, lozenges and patches indicated for nicotine replacement therapy may be
advertised with approval from the MAB.
• New Chemical Entities (NCE), only for products which comply with the following
criteria may be advertised ONCE through press releases:
i. New drugs which are available in Malaysia for the first time or
within 18 months after being marketed / launched and no other
similar drug available in Malaysia;
ii. New combinations of active pharmaceutical ingredients or;
iii. New approved indications
4.4 Prohibited Claims
Advertisement should not contain any claims either directly or indirectly referring to:-
a) the prevention, treatment, alleviation, cure or diagnosis of diseases and
conditions as listed below:-
1. Diseases or defects of the kidney
2. Diseases or defects of the heart
3. Diabetes
4. Epilepsy or fits
5. Paralysis
6. Tuberculosis
7. Asthma
8. Leprosy
9. Cancer
10. Deafness
11. Drug addiction
12. Hernia or rupture
13. Diseases of the eye
14. Hypertension
15. Mental
16. Infertility
17. Frigidity
18. Impairment of the sexual function or impotency
19. Venereal disease
20. Nervous debility, or other complaint or infirmity, arising from or
relating to sexual intercourse.
(b) Practicing contraception among human beings;
(c) Improving the condition or functioning of the human kidney or heart, or improving
the sexual function or sexual performance of human beings;
(d) Procuring the miscarriage of women.
4.5 Acts of Violence or Illegal Activities
Advertisements should not contain any statements or visual presentations which might
lead to or support acts of violence, criminal or illegal activity or appear to condone such
acts or activities.
4.6 Dangerous Practices or Disregard for Safety
Advertisements should not, without justification, show or refer to dangerous practices or
manifest a disregard for safety. Special care should b e taken in advertisements directed
towards or depicting children or young people.
4.7 Standard of Morality or Decency
Advertisements should not contain statements or visual presentations which is, or likely
to be interpreted to be contrary or offensive to the standard of morality or decency
prevailing in the Malaysian society or in any way defamatory or humiliating to any
segment of the public.
4.8 Denigration and Disparagement
The products, advertisers or advertisements of other companies should not be
disparaged either directly or by implication.
Advertisements should not:
a) contain any statement(s) which either explicitly or by implication disparages the
medical profession; or the value of professional attention and treatment; or
another product;
b) discredit or unfairly attack other products, advertisers or advertisements directly
or by implication.
(c) However, comparisons of products from the same registration holder is allowed if
substantiated
4.9 Misleading Statements
Advertisements should not contain any statement or visual presentation which, whether
directly or by implication, is likely to mislead the consumer about any product.
4.10 Substantiation
Advertisements should not exploit the ignorance and credulity of the public by including
scientific data that the general public cannot comprehend, verify, or validate.
All claims, descriptions, and comparisons which relate to matters of objectively
ascertainable facts should be capable of substantiation.
Advertisements containing statistical claims should be supported by Malaysian data
unless not available.
4.11 Trust, Fear or Superstition
Advertisements should not:
a) be framed as to abuse the trust of the consumer or exploit his lack of experience
or knowledge;
b) play on fear by containing any statement or illustration likely to induce fear on the
part of the viewer or listener that he is suffering, or may, without diagnosis or
treatment, suffer or suffer more severely, from diseases or conditions of the
human body;
c) play on superstition or exploit the superstitious;
d) directly, or by implication, exploit the religious requirement(s) or belief(s) of any
community.
4.12 Halal Logo / Statement
All medicines or medicinal products which already have Halal certification may publish
the logo on the advertisement.
The Halal logo must be certified by JAKIM or other body recognized by JAKIM.
Advertisers are not allowed to misuse the phrase “HALAL” or any statement/pictorial
relating to Islamic religion, which includes the use of the verses of the Quran in their
advertisement for the purpose of misleading the consumers.
4.13 Advertisement of Health Product
Approved advertisement by MAB shall not be advertised in the same space as with
product advertisement which does not require MAB’s approval, such as food, medical
device and cosmetic products.
In a situation where medicine is advertised together with other health products, care
must be taken to avoid misleading where border can be made clearly to distinguish
advertisement has been approved by MAB and advertisement which does not require
MAB’s approval.
4.14 Advertising on the Internet
KKLIU number must be clearly displayed on every page which has been approved by
MAB. The name, address and contact number of the advertiser must also been
clearly stated in the page.
In a situation where medicine is advertised together with other health products, care
must be taken to avoid misleading so that it c learly distinguish advertisement has been
approved by MAB and advertisement which does not require MAB’s approval.
Websites containing advertisements or information which nature and content are
directed at health professionals must be access restricted and clearly labelled as
intended for health professionals.

Appendices

AppendicesRef: Part 11 & Appendices 1-3

Appendices & Lists

Q: Can I say my product is 'the best' or a 'miracle'?

The Short Version:

A strict list of diseases you can't advertise cures for, and words (like 'miracle' or 'number 1') you cannot use.

View Official MMC Clause
PART 11
APPENDICES
1. List of Poisons products which may be advertised to the public
2. Diseases and conditions not allowed in advertisements aimed at the public unless
approved by the MAB
3. Terms not allowed in advertisements
APPENDIX 1
List of Poisons products which may be advertised to the public
1. Gums, lozenges and patches indicated for nicotine replacement therapy
2. New Chemical Entities (NCE), only for products which comply with the following criteria:
i. New drugs which are available in Malaysia for the first time or within 18 months
after being marketed / launched and no other similar drug available in Malaysia;
ii. New combinations of active pharmaceutical ingredients or;
iii. New approved indications
THE ABOVE LIST ARE NOT EXHAUSTIVE AND MAY BE SUBJECT TO CHANGE
APPENDIX 2
Diseases and conditions not allowed in advertisements aimed at the public unless approved by
the MAB
(a) Prevention, diagnosis or treatment of the diseases and condition of human beings as
specified in the Schedule to The Medicines (Advertisement & Sale) Act 1956 (Revised – 1983) ;
The list is reproduced as follows:-
1. Diseases or defects of the kidney
2. Diseases or defects of the heart
3. Diabetes
4. Epilepsy or fits
5. Paralysis
6. Tuberculosis
7. Asthma
8. Leprosy
9. Cancer
10. Deafness
11. Drug addiction
12. Hernia or rupture
13. Diseases of the eye
14. Hypertension
15. Mental
16. Infertility
17. Frigidity
18. Impairment of the sexual function or impotency
19. Venereal disease
20. Nervous debility, or other complaint or infirmity, arising from or relating to sexual
intercourse.
(b) Practicing contraception among human beings:
(c) Improving the condition or functioning of the human kidney or heart, or improving the sexual
function or sexual performance of human beings:
(d) Procuring the miscarriage of women.
APPENDIX 3
Superlatives descriptors, words or phrases not allowed in advertisements:
1. Anti-aging
2. Anti-stress
3. Any percentage (unless substantiated)
4. Aphrodisiac
5. Arousal
6. Complete cure
7. Effective (for traditional and supplements)
8. Enhancement of sexual organs
9. Excellent
10. Fabulous, Fantastic
11. Guaranteed
12. Hormone releaser
13. Ideal
14. Instant cure
15. Libido
16. Longevity
17. Miraculously, miracle, magic, magical
18. Mythical
19. No. 1 (unless substantiated)
20. No side effect
21. Perpetual youth
22. Potent
23. Powerful
24. Saintly, heavenly
25. Sensational relief
26. Sexual powers
27. Superior
28. The ‘best’, ‘only’, ‘most’
29. Unique
30. Wonders
31. World’s best
32. Any other superlatives, words or phrases which are synonymous to the
above
THE ABOVE LIST ARE NOT EXHAUSTIVE AND MAY BE SUBJECT TO CHANGE
----------------Page (39) Break----------------

Promotional Practices

Promotional PracticesRef: Part 10 (10.1 - 10.10)

Other Promotional Activities

Q: Can I offer a free pen with my product?

The Short Version:

Health campaigns should educate, not promote a specific product. Free gifts cannot be other registered medicines.

View Official MMC Clause
PART 10
OTHER PROMOTIONAL ACTIVITIES
10.1 Advertorials and others
Any advertisements that involve promoting a pharmaceutical product with health claims
in the form of advertorial or other forms of written material can be approved so long it is
in line with indication approved by DCA.
Furthermore the MAB realises the importance of dissemination of health-related
research to the general public. Hence advertorials which describe the historical use or
current research of herbal ingredients or vitamins (such as ginseng, garlic, tongkat ali,
vitamin C etc.) without reference to the registered pharmaceutical product may
therefore be used without approval from MAB subject to the followings:
a) The product brand name, pictorial representation or any reference to the product
website should not be included as this would be considered as indirect
advertisement of the product.
b) There should also be certain statements or disclaimers in these advertorials that
the consumer should seek appropriate professional healthcare advice.
c) Any advertisements featuring registered products containing the active generic
ingredients mentioned in the advertorials or others should not be tied in with these
advertorials, and thus should not be placed on the same page or facing page, to
comply with this requirement.
10.2 Disease Awareness and Health Education Campaigns
Campaigns providing information, promoting awareness and educating the public about
health, diseases and their management are encouraged. The primary purpose must be
to increase awareness of a disease (or d iseases) and to provide educational information
on that disease and its management. The focus should be on health and disease
education, and where to get appropriate advice. It should not promote the use of a
particular medicinal product. The product brand name, pictorial representation or any
reference to the product website should not be included. The source(s) of the
information material should be identified.
For the product to remain outside the definition of an advertisement, care must be taken
to ensure that the information provided does not make product claims. Use of brand
names, restricting the range of management options described, drawing attention to the
use of specific medicines can be considered promotional in nature.
The emphasis of the material should be on the condition and its recognition rather than
on treatment options. The appropriate treatment for each disease is for the health care
professional to decide in consultation with the patient.
10.3 Press Releases for Product Launches
Press releases for announcements of product launches can be made with the condition
that the information provided must be factual and comply with the requirements set in
this Guideline.
New Chemical Entities (NCE)
Press releases for New Chemical Entities (NCE) are allowed ONCE only for products
which comply with the following criteria:
i. New drugs which are available in Malaysia for the first time or
within 18 months after being marketed / launched and no other similar
drug available in Malaysia;
ii. New combinations of active pharmaceutical ingredients or;
iii. New approved indications
This should not be used as a mechanism to promote medicines to the general public and
the information provided must be factual, providing the context in which the medicine will
be used and the population for which it has been licensed.
It is helpful to set the product and any relevant results in the context of alternative
treatments and of current practices for the treatment of the indicated condition , provided
there is no disparagement of other products used for the same conditions.
The use of brand names should be kept to a minimum and the tone and content of the
press release must be factual and not sensationalized. Where statements from
healthcare professionals are included these should be balanced and informative.
Particular care should be taken by the company in providing information in response to
direct approaches from the media where a company has little or no control over the final
production and which could result in the promotion of New Chemical Entities (NCE) to
the general public.
The validity period is 6 months from the date of approval.
10.4 Contests and Competitions
Contests and competitions linked to a brand , product and company (without mention of
specific claims) would be acceptable and do not require approval.
10.5 Sponsorship
Sponsorship linked to a brand, product and company (without mention of specific claims)
would be acceptable and do not require approval.
10.6 Free Gift
Advertisement of products which includes free gift is allowed. Free gift cannot be the
same as the product advertised, traditional or any pharmaceutical products. Examples of
free gift allowed are pen, mug, calculator etc.
The value of the free gift is not allowed to be mentioned in the advertisement.
10.7 Product & Pricing Advertisement
MAB approval is not required if the advertisement is for price lists that contain ONLY
the picture [of which the product image is less than 4cm x 5cm] and price of the
products. It is mandatory to print the DCA registration number of the products.
10.8 Point of Sale Material
Point of Sale is defined as “A registered premise at which goods are retailed physically.
This excludes the sale of goods through the Internet (Electronic retailing)”.
(a) Giant Box -
Giant boxes do not require MAB approval. However the box must be:
i. An exact replica (not size but shape and content) as the packaging
approved by the DCA
ii. Can only be hanged / displayed in the pharmacy
(b) Exemption -
Advertisement at the point of sale is exempted from MAB’s approval subject to the
following conditions:
i. The advertisement is not attached to the product, its label or any other
approved packaging material
ii. No product claims or benefits are allowed to be mentioned
iii. Only a reference on the discount / free offer of the registered product
made with the purchase of any registered product is allowed.
10.9 Advertisement by Way of Talk Show
i. Only complete script will be accepted i.e. no addition can be made to the
script upon approval
ii. No caller segment is allowed
10.10 Exemption
Any advertisements that contain ONLY product brand and/or company name and/or
logo do not require approval from the MAB.

Social Considerations

Social ConsiderationsRef: Part 5 (5.1 - 5.12)

Social Responsibility

Q: Can I use a celebrity to endorse my product?

The Short Version:

Ads must be socially responsible. Celebrities and testimonials must be real and include a disclaimer.

View Official MMC Clause
PART 5
SOCIAL-RESPONSIBILITY
5.0 INTRODUCTION
Advertisements should be prepared with and observe a high standard of social responsibility to
consumers and to the society. This part aims to provide explanations on what is deemed as
‘socially responsible’ advertising practices.
5.1 Celebrity Endorsement
Advertisements may include a recommendation or endorsement by a person who,
because of their status as a celebrity, encourage the general public to use a medicine or
medicinal product but they must be responsible and accountable to the advertisement.
Such advertisements should not, whether directly or by implication, mislead the
consumer about the product advertised
The definition of a celebrity taken in this Guideline is an actual person who is very well -
known in public life and who, because of their celebrity status, could encourage the
consumption of a medicinal product.
Advertisement with a celebrity endorsement must be stated with a statement:
“The effect of the product may vary among individuals”.
5.2 Impressions of Professional Advice or Endorsement
Advertisements should not:-
(a) Have any visual and/or audio presentation of doctors, dentists, pharmacists,
scientists, nurses and other paramedics, etc., which give the impression of
professional or scientific advice, recommendation or endorsement; or
(b) Contain statements giving the impression of professional by scientific advice,
endorsement or recommendation made by associations or persons who appear in
the advertisements and who are presented either directly or by implication, as being
qualified to give such advice, endorsement or recommendation eg the use of white
coat, stethoscope, healthcare professional environment / any expression that
provides undue authority that the product is recommended by a healthcare
professional
Endorsement by professional bodies may be allowed with the consent from the
respective professional bodies. Authorization from said bodies should be given in writing
and produced upon demand.
Advertisement shall not refer to a ‘college’, ‘hospital’, ‘laboratory’ or similar
establishment.
It is important to note that registered healthcare professionals are govern ed by ethics of
the relevant statutory body that grants the respective registration and personal
involvement in such promotion may lead to a breach of ethics.
5.3 User Testimonials
Advertisement may include testimonials but the individual who give the testimony must
be genuinely exist and responsible as well as a ccountable to the advertisement and its
testimonials must refer to indications approved.
Advertisement with a testimonial must be stated with a statement:
“The effect of the product may vary among individuals”.
Advertisement containing testimonials by general public must be supported by a consent
letter of testimony. The consent letter must include the following:
1) Name
2) IC/ Passport No
3) Signature
4) Contact No
5.4. Claims and Evidence
Claims must be based on an up to date evaluation (e.g. the most recent available data)
of all evidence and must reflect this evidence accurately and clearly including the
reference of this substantiating scientific evidence. All claims should be capable of
substantiation either by reference to approved labelling or by scientific evidence from
properly conducted investigations. Such evidence should be readily available and
reproduced upon demand.
5.5 Tests, Trials and Research References
Reference to tests or trials conducted in a named hospital, clinic, institute, laboratory or
college or by a named professional or official organisation is permissible only if
authorised and approved by the authority of the organisation or institution concerned.
Research results, reference to or quotes from technical and scientific literature of
conference, workshop, seminar etc. should not be misused. Statistics should not be
presented to imply that they have a greater validity than is the case. Scientific term(s) or
jargon that is irrelevant should not be used to make claims that appear to have a
scientific basis which they do not possess.
Graphs, tables and pictorial representations should only be included if they are relevant
to the claims or comparisons being made. They must not mislead with the use of
incomplete or unusual scales, or suppressed zeros.
A graph can be adapted provided it is clear and its true meaning is not distorted. If a
graph has been adapted from a paper, it must be stated so.
If an original table is not produced in its entirety, the adaptations should not mislead and
must be clearly demonstrated.
5.6 Comparative Advertising
Comparative claims should:
a) be made on a factual and fair basis and is capable of substantiation. The intent
and connotation of the advertisement should be to inform and not to discredit,
disparage, degrade, or attack competitors, competing products or services
directly or by implication;
b) be unambiguous, clearly understandable and should not mislead by distortion,
undue emphasis or omissions;
c) be used for honest comparison purposes and not simply to upgrade by
association;
d) be made clear what comparison(s) is being made;
e) not make unjustifiable use of the name or initials of any firm, company or
institution nor take advantage of the goodwill attached to the trade name or
symbol of another firm or its product(s) or the goodwill acquired by its advertising
campaign;
f) not explicitly identify the competitive product, whether by name, brand, name,
company, or any form of identification that clearly exposes the identity of the
competition;
g) not state that a product does not contain an active ingredient or ingredients used
in competitor products other than as permitted by the DCA
h) not involve the selection of a subject matter of a comparison as to confer an
artificial advantage upon the advertiser or so as to suggest that a better bargain
is offered that is actually the case;
i) where appropriate, be supported by documentary evidence that is easily
understood;
j) when referring to a competitive test, such tests should have been conducted by
an independent and objective body. The test must be supportive of all claims
made in the advertisements that are based on the test;
k) should never use or draw on partial results or stress insignificant results to
mislead the consumer to draw an improper conclusion;
l) should not involve the use of ‘baseless’ hanging comparatives which merely
claim that a product is e.g. “longer-acting”, “quicker” or “stronger”.
5.7 Encouragement of Unnecessary Purchase or Indiscriminate Use
Advertisements should not directly or indirectly encourage indiscriminate, unnecessary,
or excessive use of the advertised product.
No advertisement should state or imply that good health is likely to be jeopardised solely
because there is lack of dietary supplementation with vitamins. Vitamins should not be
advertised in any manner that they are a substitute for a balanced diet.
5.8 Healthy Lifestyle Advice
Advertising should not undermine healt hy lifestyle advice or health promoting behaviour
such as exercise, healthy eating or smoking cessation. Similarly, advertising must also
not promote behaviours which are damaging to health (e.g. alcoholism, unhealthy diets,
sedentary lifestyle or smoking).
5.9 Hyperboles
Superlatives and hyperboles cannot be used to imply or claim or infer the superiority of
the advertised product. The general public should not be led to over -estimate the value
of a product whether by exaggeration or unrealistic comparisons or statements.
The characteristics of the product should not be exaggerated by improper use of words,
phrases or methods of presentation. The MAB reserves the right to disallow any words
or phrases which in its opinion is misleading, improper or not factual.
Superlative descriptors, words, and phrases which are not permissible are as specified
in Appendix 3.
5.10 Self-Diagnosis
Advertisements should be cautious when describing a range of symptoms that may be
similar to conditions other than those for which the product is indicated for, resulting in
consumers making a wrongful self-diagnosis.
5.11 Self-medication
Advertising of self-medication shall not suggest that a product is a food, cosmetic or
other than non-medicinal products. The advertising shall make clear that it is medicines.
Advertisements should also not suggest that it is acceptable to self-medicate when
consumers may require consultation from health professionals. It should encourage
individual to share information with the pharmacists or health care practitioner so that
they can ensure the medicine will be suitable for the intended user.
It is also unacceptable to encourage long -term use of products indicated for self -limiting
conditions in advertisements.
Advertising should not encourage consumers to discontinue the use of prescribed
medicines.
5.12 Unwarranted Anxiety
Advertising should not induce unwa rranted anxiety among consumers about their
condition by suggesting that the condition is of greater severity than is actually the case.
Similarly, advertising should also not suggest that the condition will deteriorate if the
consumer does not use the product or brand featured.

Target Audience

Target AudienceRef: Part 8 (8.1 - 8.2)

Specific Populations

Q: Can I say my vitamin is good for pregnant women?

The Short Version:

Do not recommend medicines for pregnant women or children without explicit DCA approval and disclaimers.

View Official MMC Clause
PART 8
ADVERTISEMENTS AIMED AT SPECIFIC POPULATIONS
8.1 Pregnant or Lactating Women
Advertisements should not suggest or recommend any medicinal products, with the
exception of some vitamin and mineral supplements, for use by pregnant or lactating
women.
Advertisements should not convey a message that it is routine practice for pregnant
women to take medicines or medicinal products; and that the unborn baby’s
development would be affected if these products were not taken.
Advertisements that promote the use of a medicine during pregnancy are only
acceptable when such use is approved by the DCA. Where there is suggestion for use of
a product in pregnancy, all advertisements must encourage a cautious approach before
use and include a statement that women should consult their healthcare professional
before use.
8.2 Others
Advertisements addressed or portrayed to children or young people, or aging population
which likely to be seen by them, should not contain anything, whether in illustration or
otherwise, which might result in harming them physically, mentally, morally; or which
exploits their credulity, their lack of experience or their natural sense of loyalty.
For example, images depicting children handling medicines or medicinal products
without supervision.

Therapeutic & Product Claims

Therapeutic & Product ClaimsRef: Part 6 (6.1 - 6.7)

Therapeutic Claims

Q: Can I claim my product helps with weight loss?

The Short Version:

You cannot claim your product cures diseases, aids weight loss fast, or improves brain function unless approved by the DCA.

View Official MMC Clause
PART 6
THERAPEUTIC CLAIMS
6.0 INTRODUCTION
There should not be any words, phrases or illustrations in advertisements which claim or imply
the cure of any ailment, illness or disease other than from the relief of its symptoms unless
approved by the MAB.
In the case of an advertisement for a medicinal product, no specific reference shall be made to
the specific properties of any individual ingredients unless a reference of this nature has been
approved by the DCA for inclusion in the package insert of the medicine.
These Guidelines define ‘therapeutic claims’ as:
a) Treatment or prevention of diseases or conditions of human beings other than
those which are prohibited under section 4.4 above.
b) Diagnosing disease or ascertaining the existence, degree, extent of a
physiological condition.
c) Altering the shape, structure, composition, or size of the human body.
d) Otherwise preventing or interfering with the normal physiological function,
whether permanently or temporarily, and whether by way of terminating,
reducing, postponing, increasing or accelerating that function.
6.1 Functional Claims
Such claims are only allowed for claim of ingredient in product as approved by the DCA
as specified in Drug Registration Guidance Document.
6.2 Claims Relating to Anti-aging
Advertisements should not suggest or imply a product will control, retard or reverse the
physiological processes associated with ageing or premature ageing unless approved by
the DCA in the product indication.
6.3 Claims Concerning the Brain, Memory and Concentration
Claims relating to ‘improvement or enhancement of brain or memory functions’,
‘improving mental performance, IQ or intelligence’ or ‘prolonging, improving or
enhancing concentration’ are not acceptable unless approved by the DCA in the product
indication
6.4 Claims Relating to Immunity against Specific Disease(s)
Advertisements should not claim to provide immunity against specific diseases unless
approved by the DCA in the product indication.
6.5 Claims Relating to Stress
Advertisements should not purport the use of a particular product is needed to prevent or
reduce the stress of modern living unless approved by DCA in the product indication.
6.6 Claims Relating to Performance in Sports and Studies
Advertisements should not imply that consumption of a particular product can improve
performance in sports and studies unless approved by DCA in the product indication.
6.7 Claims Concerning Weight Management Products
Advertisements for products indicated for weight loss, reduction or management must
have an appropriate balance between claims of product effectiveness and references to
healthy diets and physical activity. There should not be claims that a product offers quick
weight loss results or physiological thermogenic (fat-burning) activity.
Misleading claims on eating such as ‘Eat as much as you like’ should not be advertised.
There should be an emphasis on a well-balanced diet plan and exercise as required
under the “Warning and Cautionary Statements” section of these Guidelines.

Warnings & Disclaimers

Warnings & DisclaimersRef: Part 9 (9.1 - 9.2)

Mandatory & Warning Statements

Q: What warning goes on a nicotine patch ad?

The Short Version:

Certain products like weight loss or nicotine patches MUST have specific warning labels on the ads.

View Official MMC Clause
PART 9
MANDATORY STATEMENT AND WARNING OR CAUTIONARY
STATEMENTS
9.0 INTRODUCTION
Each advertisement must include approved registration number by the DCA anywhere on the
advertisement in a clear manner and a statement:
“This is a medicine / supplement / traditional product advertisement”
(Select where appropriate)
For an audio advertisement, it is sufficient to mention:
“This is a medicine advertisement approved by the Medicine Advertisements
Board”
Cautionary statements are required for particular classes of products as listed below and for all
the required statements, words conveying the same meaning may be used.
9.1 Nicotine Replacement Therapy Products
Advertisements for gums, lozenges and patches indicated for nicotine replacement
therapy should contain the warning statement:
“This product is not suitable for children. Do not use this product if you
have serious heart disease, are pregnant or breast feeding. Not to be used
by non-smokers. Consult your healthcare professional before use.”
9.2 Weight Loss Products
Products for weight loss or weight reduction should include the following statement:
“This should be taken with a balanced diet and regular exercise.”
AI-Powered

Ask About This Guideline

Have a specific question about the KKLIU Guidelines? Ask our AI assistant — it knows every clause and rule.

Suggested questions

AI responses are for educational purposes only.

Legal Disclaimer

Lamanify is an independent marketing agency and is not affiliated with the Ministry of Health (MOH) or the Medicine Advertisements Board (MAB). We are not legal advisors. The guidelines presented here are direct, unaltered translations of the facts contained in the official MOH document, provided solely to ease understanding and compliance for advertisers. For complete and binding rules, always refer to the Official Authority PDF.

Unsure if Your Current Marketing is Compliant?

Take a comprehensive audit of your digital presence. We'll help you identify any MMC or KKLIU risks and outline a compliant strategy to grow your brand ethically.

Get a Growth Audit Explore Our Services

hey if you have any questions about Lamanify, let me know!