The supplement industry is booming, but brands must tread carefully when making claims. Understanding “FTC health claims: what supplement brands can and can’t say” is essential for compliance, credibility, and consumer trust. This guide explains the rules, clarifies legal boundaries, and offers actionable strategies—so your supplement business can market confidently while following Federal Trade Commission (FTC) guidelines.
Understanding FTC Health Claims: Legal Basics for Supplement Brands
The Federal Trade Commission oversees health-related marketing and advertising in the United States. For supplement brands, this means all health claims must be truthful, not misleading, and supported by “competent and reliable scientific evidence.” FTC guidelines supplement (but do not replace) regulations set by the U.S. Food and Drug Administration (FDA). Violations can result in warnings, financial penalties, or even legal action. The FTC is especially vigilant about claims related to disease prevention, treatment, or cure. In 2025, enforcement is stronger than ever, with digital ads and influencer marketing under particular scrutiny.
What Supplement Brands Can Say: Structure/Function Claims
While disease claims are off-limits without FDA approval, brands are allowed to make structure/function claims. These describe how a nutrient or ingredient affects the normal structure or function of the human body. Examples include “supports immune health” or “helps maintain healthy joints.” To make these claims safely:
- Ensure claims are accurate. Back every statement with current, publicly available scientific evidence.
- Include appropriate disclaimers. The standard FDA disclaimer—“This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease”—must clearly accompany the claim.
- Avoid vague or exaggerated language. Do not imply prevention or treatment of specific diseases.
Brands that follow these rules build trust, avoid regulatory trouble, and foster long-term growth.
What Brands Can’t Say: Disease and Medical Claims
The FTC strictly prohibits unapproved disease or medical claims. Stating or implying that a supplement treats, cures, or prevents any disease—such as cancer, diabetes, or depression—is illegal unless specifically authorized by the FDA after rigorous clinical review. Examples of impermissible claims include:
- “Cures arthritis”
- “Prevents COVID-19 infection”
- “Reduces the risk of heart disease”
Even testimonials and before-and-after photos can imply illegal disease claims. The FTC also monitors indirect claims, such as suggesting a supplement is a substitute for prescription medication. Brands must audit marketing materials regularly to ensure compliance, as even a single problematic social media post can trigger enforcement.
The FTC Standard for Substantiation: What Evidence Is Required?
To make any health-related claim, brands must possess “competent and reliable scientific evidence.” This generally means:
- Human clinical trials. Evidence from well-controlled studies in the target population is best.
- Peer-reviewed publications. Systematic reviews and meta-analyses add authority.
- Consistency with the totality of evidence. One favorable study is not enough if the majority of scientific literature disagrees.
Animal studies and in vitro results are generally insufficient on their own. In 2025, the FTC expects brands to regularly review emerging science and update marketing claims accordingly. Thorough documentation is key—if you can’t provide it in an FTC inquiry, you may face significant penalties.
Marketing Best Practices and Emerging Trends for Supplement Brands
The FTC’s crackdown on misleading health claims extends to all advertising platforms, including social media, influencer partnerships, and sponsored content. Top brands in 2025 are adopting proactive strategies:
- Employee and influencer training. Educate every partner and team member on legal claim boundaries and required disclaimers.
- Ongoing compliance audits. Review all marketing copies, videos, blogs, and paid ads regularly for compliance.
- Transparent labeling and website content. Ensure that ingredients, benefits, and disclaimers are easy to find and understand.
Brands that embrace regulatory compliance in their brand story and openly communicate about what their products can (and can’t) do, foster loyal, informed customers while reducing legal risk.
Responding to Regulatory Scrutiny: What to Do if the FTC Reaches Out
Even well-intentioned brands may receive questions or warnings from the FTC. Here’s what to do:
- Don’t panic—but don’t delay. Respond promptly and professionally to any requests.
- Review and correct materials. Work with legal counsel to update or remove non-compliant claims immediately.
- Maintain thorough documentation. Keep research, disclaimers, and internal reviews organized and accessible.
Proactive cooperation often leads to faster, less costly resolutions. Transparency, prompt action, and ongoing compliance are the best ways to navigate regulatory attention and protect your supplement brand’s reputation.
FAQs About FTC Health Claims for Supplement Brands
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Can supplement brands ever make disease claims?
No. Unless the claim is approved by the FDA through their rigorous drug review process, disease-related claims are prohibited in marketing supplements.
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What is an example of a legal health claim for supplements?
“Supports healthy digestion” is a legal structure/function claim, when supported by evidence and accompanied by the appropriate FDA disclaimer.
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Do “natural” or “herbal” products have different rules?
No. All supplements, regardless of ingredients, are subject to the same FTC standards for truthfulness and scientific substantiation.
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How can brands ensure their claims are FTC-compliant?
Use clear, evidence-backed language, provide disclaimers, and perform regular compliance audits of all marketing materials.
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What happens if the FTC finds a violation?
The FTC may issue a warning letter, seek financial penalties, or pursue legal action. Non-compliant claims should be corrected immediately to avoid escalating consequences.
FTC health claims regulations for supplements are strict but navigable. Brands that ground their marketing in science, clarity, and transparency build consumer trust—and reduce risk. Stay informed, review your claims regularly, and make compliance part of your brand’s culture to thrive in a competitive, regulated marketplace.