NVWA: prohibited claims in dietary supplement promotions

Anyone promoting dietary supplements on Instagram or TikTok needs to pay attention to the claims they make. Statements about health benefits and nutritional value are subject to legal requirements. Yet three-quarters of the accounts examined failed to comply. These findings come from an investigation by the Netherlands Food and Consumer Product Safety Authority (NVWA). The influencers involved had to edit or remove their posts immediately. They also received an official warning, a fine, or both.

This spring, the NVWA examined 38 accounts belonging to influencers who promoted dietary supplements. These accounts had between 750 and one million followers. The authority checked up to three posts about dietary supplements per account. It identified prohibited medicinal, health, or nutrition claims on 28 accounts.

Health claims in 42 posts

The NVWA identified improper health claims in 42 posts across 26 accounts. A health claim must be supported by scientific evidence and approved by the European Union.

The authority also found two medicinal claims during its investigation. One influencer claimed that a product could help fight inflammation. According to the NVWA, such medicinal claims are always prohibited.

One account also used a nutrition claim that was not permitted. The influencer described a product as “low in calories.” However, the product contained too many calories to qualify for that claim.

Follow-up checks on revised posts

The NVWA has published the inspection results for each influencer. The authority will continue checking whether the influencers have updated their accounts. Failure to do so may lead to tougher measures, such as higher fines. The NVWA can continue taking enforcement action until the violations have been resolved.

Influencers must check whether the claims they use are appropriate. The NVWA has developed checklists for products frequently offered online, including dietary supplements.

Nvwa.nl