Merchient

Merchient’s ingredient library

What can you say about vitamin D in your ads and on your site?

The library supports 4 wordings for vitamin D; the strongest is “Helps build and maintain strong bones and teeth” (strong, 1-25 µg (40-1,000 IU) a day). Avoid wording that names or implies a disease, a drug or a treatment, such as “Prevents osteoporosis or fractures, outside FDA’s authorized calcium and vitamin D wording”.

Also called: Vitamin D3, Cholecalciferol, Vitamin D2, Ergocalciferol

Reviewed

Not legal advice. This guide shows the wording that published evidence supports at a daily dose, from the sources linked below; it is not a ruling on any claim. Your own product, its form and dose, and your own evidence still need to match the wording you use.

Supported wordings

What you can say.

Strong evidenceWording 1

Claims Facts

“Helps build and maintain strong bones and teeth.”

Daily dose1-25 µg (40-1,000 IU) a day
SupportListed by Health Canada and authorized in the EU after EFSA review.
Dose detailsHealth Canada: 1-25 µg a day for adults (1 IU = 0.025 µg). The EU claim applies to products that are at least a ‘source’ of vitamin D. ODS: the recommended intake for adults is 15-20 µg (600-800 IU) a day.
FormVitamin D3 or D2
SourcesHealth Canada monograph: Multi-Vitamin/Mineral Supplements
Commission Regulation (EU) No 432/2012, list of permitted health claims

Strong evidenceWording 2

Claims Facts

“Helps the body absorb and use calcium and phosphorus.”

Daily dose1-25 µg (40-1,000 IU) a day
SupportListed by Health Canada and authorized in the EU after EFSA review.
Dose detailsHealth Canada: 1-25 µg a day for adults. The EU claim applies to products that are at least a ‘source’ of vitamin D.
FormVitamin D3 or D2
SourcesHealth Canada monograph: Multi-Vitamin/Mineral Supplements
Commission Regulation (EU) No 432/2012, list of permitted health claims

Moderate evidenceWording 4

Claims Facts

“Supports normal muscle function.”

Daily dose0.75-25 µg (up to 1,000 IU) a day
SupportAuthorized in the EU after EFSA review; Health Canada does not list it.
Dose detailsEU: the product must be at least a ‘source’ of vitamin D, which is 15% of the 5 µg EU nutrient reference value, or 0.75 µg (Regulation (EU) No 1169/2011, Annex XIII). 25 µg is Health Canada’s general adult maximum.
FormVitamin D3 or D2
SourceCommission Regulation (EU) No 432/2012, list of permitted health claims

How strong the evidence is

Strong evidence
At least two listed sources support it independently at a comparable dose and form, and none disagrees.
Moderate evidence
One listed source supports it as an evidence-based use at that dose, and no listed source disagrees.
Limited evidence
The only support is traditional use, the sources disagree, or the source itself calls the evidence weak.

Wordings to avoid

What to leave out.

Claims Facts

Ingredient: Vitamin D

Wording to avoidReason
“Prevents osteoporosis or fractures, outside FDA’s authorized calcium and vitamin D wording”Names a disease. The supported route is FDA’s authorized claim, with its wording and conditions (see fda_health_claims).Disease
“Protects against colds, flu or COVID-19”Names infectious diseases; the supported wording is normal immune function.Disease
“Treats depression or seasonal affective disorder”Names mental health disorders.Disease
“Lowers cancer risk”Names a disease.Disease

Disease: names or implies a disease. Drug: names a drug or presents the product as one. Treatment: promises to treat, cure or prevent a condition.

Sources

Where this comes from.

All ingredient guides

Check the claims on your own site. Free.

Vera, Merchient’s AI employee, reads your site and emails you the riskiest line, why, a safer rewrite and how many more like it she found. Reply, and you get the free first report.

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