Authorised claims only in the EU and UK
Under Regulation (EC) No 1924/2006, a health claim on a food or supplement in the EU must be on the authorised list, used under its conditions of use, and worded so that it keeps the authorised meaning. 'Vitamin C contributes to the normal function of the immune system' is authorised; 'boosts immunity' is not the same claim. Great Britain keeps its own register under assimilated law. General wellbeing phrases such as 'supports vitality' are allowed only when accompanied by a relevant authorised claim, and most botanical claims remain on hold. No food or supplement may claim to prevent, treat or cure a disease. Language models paraphrase freely, and a paraphrase that shifts the meaning is an unauthorised claim.
Structure/function claims in the US
US supplements work under DSHEA. A structure/function claim, such as 'supports healthy joints', needs no FDA pre-approval, but it must be truthful and substantiated, the FDA must be notified within 30 days of first marketing it, and the label must carry the 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.' Disease claims can make a supplement an unapproved drug. Advertising falls under the FTC, whose Health Products Compliance Guidance (December 2022) expects competent and reliable scientific evidence, generally randomised controlled trials on the product or an essentially equivalent one, for health benefit claims.
No invented doctors, testimonials or transformations
The imagery around wellness claims carries its own rules. EU law bars health claims that refer to recommendations by individual doctors or health professionals, so a generated figure in a white coat endorsing a supplement is not a styling choice. Claims about the rate or amount of weight loss are banned outright under the same regulation. Testimonials must come from real customers; the FTC's 2024 rule on fake reviews and testimonials covers AI-generated ones, and its Endorsement Guides expect ads to disclose generally expected results when a testimonial is not typical. Before-and-after images must be genuine and unaltered in any way that matters, so a generated transformation is fabricated evidence, whatever the disclaimer says.
Claims control in every market and language
Supplement brands sell across markets with different claim lists, different disclaimers and different views on ingredients. A product with an authorised claim in the EU may need entirely different wording in the US, and some ingredients are regulated differently again, such as CBD, which is treated as a novel food in the UK and EU. The studio holds each market's approved claims, required disclaimers and banned words in the brand hub and applies them at generation, so a localised version does not drift into 'boosts', 'cures' or 'detox' in translation. Approvals route every asset to regulatory review with an audit trail, and product-lock keeps packs and label panels exact in every scene.
Updated 25 September 2026 · General information, not legal advice. Rules change, so check the current text with your legal team before relying on it.