In the UK, food supplements must not be presented as medicines. One of the most common causes of regulatory issues is the use of high-risk wording that suggests a product treats, prevents, or cures a medical condition.
Even when ingredients are legally permitted in supplements, the way a product is described can determine how it is classified. Careful wording is essential to ensure compliance.
Why Claim Wording Matters
UK food supplements are regulated under food law, not medicines legislation. This means they may only carry authorised nutrition and health claims, where applicable.
If a product makes medicinal claims, it may fall within medicines regulation regardless of its ingredients.
High-risk claims often appear unintentionally — particularly in:
Front-of-pack descriptions
Website product pages
Marketplace listings
Social media captions
Customer testimonials
The overall impression of the product is what regulators consider.
Disease Treatment or Prevention Claims
Any reference to treating, preventing, or curing a disease is high risk. Examples to avoid:
“Treats anxiety”
“Prevents arthritis”
“Cures insomnia”
“Stops panic attacks”
“Reverses osteoporosis”
“Eliminates inflammation”
These statements imply therapeutic action and are not permitted for food supplements.
Mental Health and Mood Claims
Mental health terminology is particularly sensitive. Avoid:
“Natural antidepressant”
“For depression treatment”
“ADHD support formula”
“PTSD relief supplement”
Even if the intention is general wellbeing, using clinical language increases regulatory risk. Safer Alternatives (Where Applicable):
“Contributes to normal psychological function”
“Supports normal nervous system function”
Only authorised claims may be used where applicable to the ingredient.
Hormone and Menopause Claims
Hormonal language frequently creates issues. Avoid:
“Balances hormones”
“Hormone replacement support”
“Treats menopause symptoms”
“Boosts testosterone levels”
These statements suggest medical intervention.
Pain and Inflammation Claims
Pain-related wording often crosses into medicinal territory. Avoid:
“Pain relief”
“Anti-inflammatory treatment”
“Joint pain cure”
“Reduces swelling”
Even though many supplements are marketed for joint support, references must remain general and compliant.
Detox and Cleansing Claims
“Detox” language can be problematic when it implies removal of toxins from specific organs or treatment of illness. Avoid:
“Detoxifies your liver”
“Flushes toxins from your kidneys”
“Cleanses your bloodstream”
General wellbeing language should be used carefully and without implying medical intervention.
Libido and Sexual Health Claims
This area frequently triggers classification issues. Avoid:
“Treats erectile dysfunction”
“Improves sexual performance clinically”
“Cures low libido”
These are medical conditions and should not be referenced.
Strength and Dosage Positioning
Even if no disease is mentioned, combining very high strength positioning with therapeutic claims can increase scrutiny. For example:
“Prescription-strength natural remedy”
“As effective as pharmaceutical treatments”
Comparisons with medicines are particularly high risk.
Marketing Beyond the Label
Compliance extends beyond packaging. The following are considered part of product presentation:
Website blogs
FAQs
Influencer videos
Paid ads
Amazon listings
Testimonials displayed on product pages
A compliant label can still be undermined by non-compliant online marketing.
How to Stay Within Safe Boundaries
To reduce risk:
Focus on supporting normal bodily functions
Use authorised UK health claims where available
Avoid referencing named diseases
Remove testimonials implying cure or treatment
Monitor affiliate and influencer messaging
When in doubt, simplify the language.
Nutribl’s Approach
Nutribl operates within a BRC-certified supply framework and supplies private label stock supplements intended for sale under UK food supplement regulations.
We can provide advisory label text files based on our interpretation of applicable UK labelling and claims legislation. These are provided for guidance only.
Brand owners are fully responsible for:
Final label wording
Website content
Marketplace listings
Marketing materials
Influencer and affiliate messaging
All label artwork must be reviewed and formally signed off by the client before production. Because regulatory interpretation can evolve and classification decisions are made case-by-case by authorities, it is the responsibility of each brand owner to ensure their final presentation remains compliant.
Clear and cautious positioning helps reduce regulatory risk and protects long-term brand stability.