Indonesia Revokes Permits for 8 Intimate Care Cosmetics Over Deceptive Claims

In a decisive move to safeguard public health and uphold ethical standards, Indonesia's National Agency of Drug and Food Control (BPOM) has revoked the distribution permits for eight cosmetic products specifically marketed for female intimate care. This action follows an intensive supervisory period throughout the latter half of 2025, during which BPOM identified these products being promoted with sensational and scientifically baseless claims.

The cosmetics in question were advertised with benefits such as "breast firming," "breast enlargement," "preventing vaginal discharge," and "vaginal tightening." BPOM has deemed these claims to be misleading, indecent, and in direct violation of the BPOM Regulation No. 18 of 2024 concerning Cosmetic Labeling, Promotion, and Advertising. The agency stressed that such claims go beyond the scope of cosmetic products, which are intended for external use like cleaning, perfuming, or protecting, not for altering bodily functions or therapeutic purposes.

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BPOM will not tolerate perpetrators who intentionally exploit sensitive issues and consumer vulnerabilities through cosmetic promotions that are misleading and violate decency.

BPOM's Head, Taruna Ikrar, stated firmly that the agency will not tolerate businesses that exploit sensitive issues and consumer vulnerabilities through deceptive advertising. He emphasized that such practices are not only illegal but also pose potential health risks and harm the wider community. This strong stance reflects the government's commitment to protecting its citizens from irresponsible business practices that prioritize profit over consumer safety and dignity.

This regulatory action is a clear signal from BPOM that it is actively monitoring digital spaces, including marketplaces and social media, where such exaggerated promotions are rampant. By revoking these permits and ordering the recall and destruction of the products, BPOM aims to deter other businesses from engaging in similar unethical and potentially harmful marketing. From an Indonesian perspective, this is a crucial step in protecting cultural norms and ensuring that health and beauty products are marketed responsibly, respecting both scientific integrity and public decency.

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Economic gains should not be achieved at the expense of the safety, dignity, and rights of the public as consumers. BPOM will continue to strengthen supervision, especially in the digital space, and strictly enforce any violations that harm the public.