What the regulation covers
The EU health claims regulation, officially Regulation (EC) No 1924/2006, governs nutrition and health claims made about foods. It applies to labels, websites and every form of advertising, including your Meta and TikTok ads, influencer videos and product pages. Its goal is to keep consumers from being misled by unsubstantiated health promises. The UK applies a retained version of the same rules with its own register for Great Britain.
What counts as a health claim
A health claim is any statement that links a food or ingredient to health. That includes explicit sentences like “strengthens your immune system,” but also indirect statements, images or product names. An ad showing an exhausted woman who is suddenly full of energy after taking a capsule can be a health claim even if nobody says a word about it.
The three basic rules
1. Authorized claims only
Only claims authorized in the EU register are allowed. Most come from the list of general function claims (Regulation (EU) No 432/2012). Examples:
- Magnesium contributes to normal functioning of the nervous system.
- Magnesium contributes to the reduction of tiredness and fatigue.
- Vitamin C contributes to the normal function of the immune system.
- Vitamin D contributes to the maintenance of normal bones.
- Biotin contributes to the maintenance of normal hair.
2. The conditions must be met
Every claim comes with conditions of use. For vitamins and minerals, the product usually has to be at least a “source” of the nutrient, meaning it contains a significant amount. For supplements, that refers to the recommended daily dose. A trace amount isn't enough to advertise the nutrient's effect.
3. No references to disease
Claims that a food prevents, treats or cures a disease are prohibited. “Helps with sleep disorders,” “for IBS” or “relieves joint pain” are off-limits, no matter how many customers report it.
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More traps ads often miss
- General statements on their own: Phrases like “good for your gut” or “for your well-being” are only allowed when they're accompanied by a specific, authorized claim.
- Weight-loss promises with numbers: Statements about the rate or amount of weight loss, such as “10 pounds in 3 weeks,” are explicitly prohibited.
- Recommendations from individual doctors: References to recommendations by individual doctors or other health professionals aren't allowed. A doctor in the ad recommending your product is a classic mistake, and with AI doctors even more so.
- Fear as a selling point: Statements suggesting that health will suffer if you don't take the product are not permitted.
- Botanicals: For many plant extracts, claims haven't been fully assessed yet (they're “on hold”). Whether and how you can use them is legally disputed, so be careful here.
- Probiotics: There are no authorized health claims for probiotic cultures, and authorities often treat the word “probiotic” itself as a health claim.
Mandatory information with health claims
When you use a health claim, the regulation requires additional information, such as a statement about the importance of a varied and balanced diet and a healthy lifestyle, and information on the quantity and pattern of consumption. On the label this is mandatory, and it also applies in advertising when the claim is made there. In practice, these notes belong near the claim on your product page.
If you sell in the US
The US works differently. Supplements can make structure/function claims, such as “supports a healthy immune system,” but not disease claims. Structure/function claims come with a required FDA disclaimer, and the FTC expects every claim in an ad to be backed by competent and reliable scientific evidence. The practical takeaway is the same as in the EU: no disease claims, no exaggeration, and nothing you can't substantiate.
How to make strong ads anyway
The good news: the strongest supplement ads rarely sell on medical promises. They sell on recognition. Instead of “helps you fall asleep,” the ad shows the situation your customer knows: 11:41 p.m., exhausted, but her mind is running through the to-do list one more time. Instead of “strengthens your immune system,” it tells the story of a morning ritual.
| Risky | Better |
|---|---|
| Fights sleep disorders | Your evening ritual for when your mind won't switch off |
| Heals your gut | An authorized claim about a nutrient it contains, plus an everyday scene |
| Doctor recommended | A transparent explanation of exactly what's inside and how it's dosed |
| Lose 10 pounds in 3 weeks | What feels good in everyday life, without promising numbers |
At AVVEN, we check every advertising claim against these rules and the platforms' advertising policies before production. Anything you list as a “no-go” during onboarding never ends up in an ad. More on the platform rules in Supplement ads on Meta.
This article is an easy-to-understand introduction, not legal advice. Health claims rules are interpreted strictly by authorities and courts. When in doubt, have your claims reviewed by a lawyer who specializes in food and supplement law.
Frequently asked questions
What is a health claim?
Any statement that suggests a link between a food, or one of its ingredients, and health. That includes images, symbols and indirect phrasing, not just explicit sentences.
Where can I find the authorized health claims?
For the EU, in the European Commission's Register of nutrition and health claims. It lists every authorized claim with the nutrient, the wording and the conditions of use. The UK keeps its own register for Great Britain, built on the same rules.
Can I change the wording of an authorized claim?
Within narrow limits. The wording can be adapted as long as it means the same thing to consumers and doesn't exaggerate. Regulators and courts tend to interpret this strictly, so staying close to the authorized wording is the safest approach.