November 9, 2026, 2:02 pm | Read time: 2 minutes
Dietary supplements are ubiquitous on Instagram and TikTok. A study by consumer protection agencies now shows how often influencers apparently cross legal boundaries when advertising supplements.
Health Claims Under Scrutiny
For their study, consumer protection agencies analyzed a total of 1,662 posts from 27 influencers in the beauty, fitness, and family sectors. Of these, 804 posts about dietary supplements or other foods were examined more closely. In 378 posts, or about 47 percent, the consumer advocates found health-related claims.
This alone is not prohibited. However, such statements must comply with the European Health Claims Regulation. According to the consumer protection agencies, this was the case for only five of the claims recorded. Experts are particularly critical of 160 posts, or 20 percent of the examined posts, which gave the impression that a food could prevent, treat, or even cure diseases. Such statements are generally prohibited for foods.
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Advertising for Supplements Often Hard to Recognize
Consumer advocates also identified issues with the labeling of commercial content. Of the 804 posts examined in detail, they classified 589 as advertising. However, according to their assessment, none of these posts were immediately and sufficiently recognizable as advertising.
This makes it difficult for users to distinguish between independent recommendations and commercial content. Particularly problematic is the combination of hard-to-recognize advertising, inadmissible health claims, and supposed professional expertise, warns nutritionist Niklas Klinkhammer from the North Rhine-Westphalia consumer protection agency.
Also of interest: Federal Court of Justice ruling regulates when influencers must label advertising
Consumer Advocates Call for Stronger Controls
Dietary supplements are often associated with a healthy lifestyle on social networks and presented by influencers as part of their personal routine. This can make advertising messages appear as personal tips. However, health-related claims are subject to clear legal rules.
Consumer protection agencies are therefore calling for more effective controls by food monitoring on the internet. The study makes it clear that legal requirements are not limited to traditional labels and commercials. Influencers must also comply when advertising foods and supplements on TikTok, Instagram, and other platforms.