Compliance Resource Center for Supplement Advertising

Why Compliance Matters for Supplement Brands

Advertising natural supplements in the US is one of the most regulated digital marketing categories. Non-compliance can result in ad disapprovals, account suspensions, legal action, and even permanent bans from major platforms. The FTC and FDA have filed over 120 cases against supplement companies since 2013, and platforms like Meta, Google, and TikTok have their own strict—and evolving—policies^[1].

Federal Regulations: FTC & FDA Foundation

All supplement advertising in the US is governed by two federal agencies:

• FDA (Food and Drug Administration): Regulates supplement labeling, manufacturing, and safety. Requires cGMP (current Good Manufacturing Practices). Does not pre-approve supplements or advertising.
• FTC (Federal Trade Commission): Regulates all forms of advertising, including digital ads and websites. Requires "competent and reliable scientific evidence" for any health-related claim. Does not pre-approve claims, but enforces against deceptive or unsubstantiated advertising^[1][2].

The Three Types of Permissible Claims

1. Structure/Function Claims (most common):
   Describes the role of a nutrient in affecting normal structure or function of the human body.
   Examples: "Supports immune health", "Promotes healthy digestion", "Helps maintain cardiovascular function".
   • Must be substantiated by scientific evidence before use.
   • Must include the DSHEA disclaimer on product labels:
     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.
   • DSHEA disclaimer does not make non-compliant ad copy legal.
2. Nutrient Content Claims: Describes the level of a nutrient in the product. Examples: "Excellent source of Vitamin C", "High in calcium".
   • Must meet FDA thresholds and have established Daily Value.
3. Health Claims: Describes a relationship between a nutrient and reduced risk of a disease. Examples: "Adequate folate may reduce risk of neural tube defects".
   • Must meet FDA "significant scientific agreement" or be a qualified health claim.
   • Rarely used in supplement advertising due to high substantiation bar.

FTC Substantiation Standard

The FTC requires "competent and reliable scientific evidence" for any health-related claim. The gold standard is two or more well-conducted randomized controlled human clinical trials (RCTs) by independent researchers. Animal studies, in vitro studies, testimonials, and single case studies are not sufficient^[1][2].

Sources: FTC Health Products Compliance Guidance | FDA Guidance on Supplement Claims

Platform-Specific Supplement Advertising Policies

Each major ad platform has its own supplement policies, approval processes, and prohibited product lists. Below is a detailed breakdown for Meta (Facebook/Instagram), Google Ads/YouTube, and TikTok, current as of November 2025^[1][3][4][5].

Sources: Meta Ad Standards | Google Ads Healthcare Policy | TikTok Healthcare Policy

Meta (Facebook & Instagram) Supplement Ad Policies

Major 2025 Policy Changes

• Sensitive Category Designation: If your supplement business is flagged as a "sensitive category," you cannot optimize for Purchase, Add to Cart, or Initiate Checkout events. You must focus on upper/mid-funnel metrics like Landing Page Views and Engagement.
• Who Gets Flagged: Brands associated with medical conditions, specific health statuses, or disease-related content. Most general supplements (vitamins, protein, probiotics) are not flagged unless marketed for diseases.

Prohibited & Restricted Products

• Completely Prohibited: Anabolic steroids, chitosan, comfrey, DHEA, ephedra, HGH, products claiming to be as effective as prescription drugs, products subject to FDA/FTC warning letters.
• Restricted: General dietary supplements, protein powders, probiotics, weight loss products (must target 18+ and avoid rapid results/negative self-perception language).

Ad Content Requirements

• No disease claims or references to specific health conditions.
• No before/after images suggesting disease treatment.
• No exaggerated promises ("works in 24 hours", "100% effective").
• No negative self-perception or focus on specific body parts.
• Clear, accurate product description and functional landing page (mobile required).
• Privacy policy and refund/return policy must be present on website.
• All claims must be substantiated with scientific evidence.

Source: Meta Ad Standards

Google Ads & YouTube Supplement Ad Policies

Certification & Approval

• No certification required for OTC dietary supplements in the US.
• Certification is required for online pharmacies, prescription drugs, and CBD products.

Prohibited Products

• Products containing hCG, anabolic steroids, ephedra, DMAA, or other dangerous ingredients.
• Products claiming to prevent, cure, or treat diseases without government approval.
• Products subject to FDA/FTC regulatory action or warning.

Ad & Landing Page Requirements

• No disease treatment/cure claims.
• No "as effective as prescription drugs" language.
• Structure/function claims allowed if substantiated.
• Landing page must be functional, mobile-friendly, and match ad content.
• Clear pricing and billing model if applicable.

YouTube-Specific Restrictions

• No ads focusing on specific body parts or showing disturbing imagery.
• No false or exaggerated cure claims.
• Weight loss, hair loss, and skin condition ads allowed if imagery is not disturbing.

Source: Google Ads Healthcare Policy

TikTok Supplement Ad Policies

Category Qualification & Documentation

• Pre-approval required for dietary supplements via TikTok Ads Manager.
• Must upload valid cGMP certification, Supplement Facts label images, and manufacturing facility registration.
• Resellers must provide purchase invoice from manufacturer.

Prohibited & Restricted Products

• Banned: Weight loss supplements, fasting products, prescription drugs, CBD, meal replacements, tanning boosters.
• Allowed (with qualification): OTC supplements, sports supplements (18+ targeting), probiotics, beauty supplements, herbal/nutritional supplements.

Ad & Landing Page Requirements

• No unrealistic weight loss or body transformation claims.
• No disease treatment/cure claims.
• No comparison to prescription drugs.
• High-quality video, no spelling/grammar errors, no misleading overlays.
• Landing page must be mobile-friendly, with privacy policy, refund policy, and contact info.

Source: TikTok Healthcare Policy

Common Rejection Reasons & How to Fix Them

Sample Compliant Claims & Ad Copy

Structure/Function Claims (Allowed)

• "Supports immune health"
• "Promotes healthy digestion"
• "Helps maintain cardiovascular function"
• "Supports joint flexibility"
• "Helps maintain healthy cholesterol levels already within normal range"

Prohibited Disease Claims (Do NOT Use)

• "Treats diabetes"
• "Cures arthritis"
• "Prevents heart disease"
• "Reduces symptoms of COVID-19"
• "Lowers high blood pressure"

Pre-Launch Compliance Checklists

FAQ: Supplement Advertising Compliance

Can I mention specific health conditions in my ads?

No. Mentioning a disease or health condition (e.g., "for diabetics," "arthritis sufferers") is considered a disease claim and is prohibited on all major platforms^{[1][2][3][4][5]}.

What disclaimers do I need?

For structure/function claims, use the DSHEA disclaimer on product labels. For ads and landing pages, ensure all claims are substantiated and avoid disease language. Platform-specific disclaimers may be required for before/after images or weight management products.

How do I handle customer reviews?

Do not use testimonials that make disease claims or promise untypical results. All testimonials must be truthful, not misleading, and representative of typical outcomes^[1].

What about email/SMS compliance?

Email and SMS marketing for supplements must comply with the CAN-SPAM Act and avoid disease claims. Always include an unsubscribe option and your business contact information.

What if my ad is rejected?

Check the rejection reason, edit your ad or landing page to address the violation, and resubmit. If you believe the rejection is in error, request a manual review or contact platform support.

Official Resources & References

• FTC Health Products Compliance Guidance (2022)
• FDA Guidance: Substantiation for Dietary Supplement Claims (2009)
• Meta Healthcare and Medicines Policy
• Google Ads Healthcare and Medicines Policy
• TikTok Healthcare and Pharmaceuticals Advertising Policy
• Dietary Supplement Health and Education Act (DSHEA) of 1994