In advertising, a supplement manufacturer cannot freely claim that a product treats a condition, prevents disease, or replaces medical treatment. In the European Union, claims about the effect of foods and supplements on health are regulated.
The scientific evidence behind proposed health claims is assessed by the European Food Safety Authority (EFSA), and the permitted claims are set out in EU law and listed in the European Commission’s register.
For example, it is permitted to state that “vitamin C contributes to the normal function of the immune system,” if the product meets the conditions of use for that claim. But you cannot conclude from such a claim that vitamin C “protects against colds” or “cures infections.”
So when you see a very strong promise on a supplement’s packaging or in an advert, it is worth checking whether that health claim is actually permitted in the EU.
EU claims register →