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Responsible Influencer Marketing of Food Supplements
Supporting transparent
communication and consumer trust
In order to better understand the potential value of the supplementation to society, Food Supplements Europe has commissioned economic consultants to evaluate the potential healthcare cost savings that could be derived from supplement intake in the European Union.​
SUPPORTING TRANSPARENT
COMMUNICATION AND CONSUMER TRUST
Consumers deserve clear, honest information about food supplements, including when products are promoted on social media. Responsible influencer marketing requires both transparency about commercial relationships and compliance with the specific rules governing communication about food supplements.
The European Union has put in place a comprehensive set of laws to protect consumers from misleading and false information and obliges influencers to clearly disclose that a communication about a product is in fact advertising, truthful and not misleading.
Food Supplements Europe (FSE) has developed guidance to help brand owners and content creators understand their responsibilities and put these legal requirements into practice. Accompanying leaflets provide tailored information for policymakers, influencers, brand owners, and consumers.
How could targeted supplementation support cardiovascular health and reduce the healthcare and wider societal costs of cardiovascular disease in Europe?
About the Guidance
The FSE Guidelines for Influencer Marketing of food supplements bring together the relevant EU legislation, national approaches, and practical recommendations for responsible online communication about food supplements.
The guidance covers the responsibilities of brand owners and content creators throughout a campaign, from selecting partners and agreeing content boundaries to reviewing posts, monitoring communications and addressing complaints. It also explains the rules governing nutrition and health claims and provides recommendations to help consumers assess online information.
Key Messages
Effective enforcement supports consumer protection, trust and fair competition
A comprehensive and robust regulatory framework already exists at EU and national level. FSE calls for effective and consistent enforcement to protect consumers and ensure that businesses and content creators who comply with the rules are not disadvantaged by those who disregard them.
Advertising transparency is only part of the picture
Consumers should be able to recognise commercial content immediately. However, disclosing the commercial nature of a communication does not make an otherwise misleading or unlawful product claim acceptable. Stringent legislation also govern what may – and may not – be said about food supplements and their benefits.
Responsible communication is a shared responsibility
Content creators remain responsible for what they publish. Brand owners should establish appropriate and proportionate controls over communications they commission or that fall within their reasonable degree of control. Clear agreements, accurate information, and practical training help both parties fulfil their responsibilities.
Minors and vulnerable consumers require particular attention
The guidance recommends safeguards concerning audience selection, advertising directed at minors, body-image concerns, and messages that could encourage unsafe use. For supplements intended for children, communications should address parents or guardians as the purchasing decisionmakers.
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