Supplements are the category with the strictest claims regime in the entire German market. They are also one of the most lucrative, because hardly anyone can handle them cleanly.

Why a single sentence draws a warning letter

Health claims are regulated at European level and permitted only in authorised wordings. Anything not on the list counts as inadmissible, regardless of whether it is true. In Germany competitors and associations actively send warning letters, which removes the gap between theory and practice.

What a video may never say

  • That a product cures, alleviates or prevents an illness.
  • That it reduces weight or burns fat.
  • That it eliminates tiredness, except in an authorised wording.
  • That it replaces medical treatment.

What works well

  • The format: capsule size, solubility, taste. The real objections.
  • The routine: when taken, with what, how often.
  • Honesty about taste. Nobody believes it is delicious.
  • The packaging information read aloud, with no added interpretation.

What the brief has to look like

Two lists: authorised wordings verbatim and banned wordings verbatim. Plus the rule that the creator adds no effect claims of their own. Review the script before filming, not the video afterwards: in this category a text correction is cheap and a reshoot is expensive.

What to buy for a test

Six to eight variants, three creators with different reasons: training, working life, general wellbeing.

Keep reading

Find supplement creators in Germany →

Frequently asked questions

Why is the category so sensitive?

Because claims are regulated and warning letters are actively sent.

What may be shown?

Format, routine, packaging information, taste.

Who supplies the wording lists?

The brand, in the brief.

When is the review done?

The script, before filming.