Food Supplement Advertisements Urged for Stricter Monitoring by Consumer Advocates
Advocates for consumer rights push for more stringent regulations on dietary supplements
A call for stricter monitoring of food supplement advertisements has been issued by consumer advocates. Protecting consumers from false advertising promises is crucial, according to the Federation of German Consumer Organizations (vzbv), who made the statement this week.
Many people believe, according to a survey conducted by the vzbv, that the products are safe and well-researched – a misconception that the association aims to address. The survey further revealed that individuals frequently overestimate the effectiveness of the tablets, capsules, or drops.
The issue of inaccurate health claims, particularly in relation to social media, has been highlighted by the vzbv. They claim that food supplements are sometimes advertised with unapproved health claims on these platforms. As a result, almost a quarter of respondents perceive these products as a type of natural medicine – "even though they are food."
According to the survey, around eight out of ten respondents use food supplements, with more than half using them at least once a week. Almost half (49 percent) mistakenly believe that the products are tested for health safety before sale.
The European Union has strict regulatory frameworks governing the advertising of health claims for food supplements, particularly those involving botanical or herbal substances. The current regulations and recent developments are as follows:
- Authorization of Health Claims: According to Regulation (EC) No 1924/2006, the use of health claims in food supplement advertisements is generally prohibited unless the claims have been scientifically evaluated and specifically authorized by the European Commission and the European Food Safety Authority (EFSA).
- Botanical Health Claims: Many health claims related to plant or herbal substances (botanicals) are still under evaluation. There are currently over 2,000 health claims related to botanical substances that have not yet been evaluated by EFSA. Until these evaluations are completed, most botanical health claims cannot be used in advertisements unless permitted under transitional measures or national rules.
- Legal Uncertainty: The current legal status of many botanical claims is unclear, as the Commission has not yet completed its assessment of all pending claims, leading to confusion and legal uncertainty for food business operators across the EU.
Recent court rulings and enforcement actions pertaining to this issue include:
- In April 2025, the Court of Justice of the EU (CJEU) reaffirmed that advertising food supplements with health claims – such as improving mood or reducing stress – is prohibited unless the claims are authorized.
- The CJEU ruled that herbal supplement makers cannot market their products with unverified health benefits; they must ensure that any health claim is on the EU's authorized list before using it in advertising.
Consumer protection, transparency, and regulatory clarity are ongoing concerns. Researchers and industry experts are advocating for collaboration among regulatory bodies, industry stakeholders, and consumers to address public health concerns about supplement labeling and advertising, ensuring all parties understand and comply with regulatory requirements.
The European Union continues to update food additive and supplement regulations; however, these updates do not directly address the backlog of botanical health claim evaluations. A growing call for the European Commission to expedite this process and provide clarity is mounting.
The consumer advocates' call for stricter monitoring of food supplement advertisements includes addressing the misconception that food supplements are safe and well-researched, as well as the issue of unapproved health claims marketed on social media platforms, which contribute to the perception of food supplements as a type of natural medicine.
In order to ensure transparency and regulatory clarity, collaboration among regulatory bodies, industry stakeholders, and consumers is needed to address public health concerns about supplement labeling and advertising, while adhering and understanding the EU's strict regulatory frameworks governing the advertising of health claims for food supplements, particularly those involving botanical or herbal substances.
