Claims Watch
What regulators and platforms did about supplement claims.
13 public actions and policy changes, newest first: the date, who acted, what it means for an ad, a listing or a page, and the source. We name no advertiser here; the sources are the public record.
Updated , from Merchient’s library.
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· Meta, Advertising Standards
Meta’s Health and Wellness standard dropped its side-by-side before-and-after bans for weight loss and wrinkle treatments.
For an ad: a dietary weight-loss ad aimed at people 18 or older can show results with the time they took; a close-up pinching fat, or negative words about how someone looks, is still not allowed.
Source: Meta, Advertising Standards: Health and Wellness (change log)
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· FDA, warning letter
A nerve-support supplement’s site said it was “clinically proven” to reduce burning, tingling and numbness and “targets the cause of neuropathic pains”. The FDA cited it for disease claims (diabetic neuropathy).
For a page: symptom words that point to a disease make a disease claim, even next to the word “support”.
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· FDA, warning letter
A supplement brand’s Facebook and Instagram posts tied its products to “better glucose management” and shared customers’ stories of lower blood pressure and glucose. The FDA cited them as disease claims.
For an ad: the FDA reads your social posts, and a customer’s story you post counts as your claim.
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· NARB, BBB National Programs
The appeal board upheld NAD’s recommendation that an NAD+ supplement stop its “clinically proven” claim and its heart, brain and immune health claims.
For an ad: phrasing a benefit as “supports heart health” does not lower the evidence it needs, and cell-level wording can’t carry a benefit people would feel unless that benefit is proven.
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· FDA, warning letter
A supplement label said “May Lower Blood Pressure”, and a product’s name included the word “Diabetic”. The FDA cited both as disease claims.
For a listing or a label: a product name is a claim, and “may” in front of a disease claim does not make it a supplement claim.
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· FDA, warning letter
A supplement brand’s blog said bilberry is “believed to help reduce the risk of heart disease” and is “a potential ally for individuals with diabetes”. The FDA cited the blog for disease claims.
For a page: a blog post on your store can make claims for the product you sell.
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· Amazon, Dietary supplements policy
Ingredient weights and “equivalent” amounts in a supplement listing must match the Supplement Facts panel.
For a listing: “10,000mg” of raw herb when the panel shows 500mg of extract breaks the rule, and an Amazon staff post says a listing that fails is suppressed or removed on its own, not the whole category. The date is the deadline that staff post gave; the policy page shows no date.
Source: Amazon Seller Central, Dietary supplements · Amazon staff post, 9 February 2026
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· NAD, BBB National Programs
NAD found an NAD+ supplement’s customer testimonials carried health and vitality messages its evidence did not support, and its influencer posts lacked a clear disclosure.
For an ad: testimonials and creators’ posts are your claims, and a paid tie must be disclosed clearly, in the audio and on screen.
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· FDA, warning letter
A supplement brand’s Facebook posts said an ingredient “attacks the herpes virus” and showed a child taking the product “for severe eczema”. The FDA cited them as disease claims.
For an ad: what you say an ingredient does counts as a claim for the product, and so does a story you share.
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· NAD, BBB National Programs
NAD said shoppers read “250 mg” on an NAD+ supplement as the NAD+ in each dose, and that reviews of an earlier, different product could not be shown on the new product’s page.
For a listing or a page: amounts are read literally, reviews belong to the product they were written for, and a shop link or a small “Creator earns commission” label is not a clear disclosure.
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· FTC, federal court order
A court granted the FTC summary judgment and a permanent injunction against a supplement seller that claimed its products treated COVID-19, cancer and Parkinson’s and falsely claimed FDA approval.
For an ad: never claim or imply that the FDA approved a supplement; disease-treatment claims can end in federal court.
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· NAD, BBB National Programs
NAD found “clinically proven to revitalize mitochondria” supported for one supplement, but said its muscle claims must reflect the people studied, and a claim resting on a study at twice the recommended dose should stop.
For an ad: a claim holds when the study matches your dose and the people your ad shows.
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· Amazon, supplement verification
“Effective April 2, 2024, dietary supplement products need to be verified through a third-party Testing, Inspection, and Certification (TIC) organization.”
For a listing: the product behind a supplement listing has to pass a third party’s check, not only the listing’s words.
Source: Amazon Seller Central, Direct product validation · Amazon staff post, 30 April 2024
Warnings: Not legal advice. Each line is Merchient’s summary of a public source; read the source for the full decision. NAD and NARB are self-regulatory: they recommend, and the advertiser decides whether to comply.