Заявления о пользе
Health Claims
Health claims are statements in the advertising and marketing of supplements and food products about their effect on health. They are regulated separately from drug advertising.
What is Заявления о пользе (Health Claims)?
Health claims are any wording in ads, on packaging, or in marketing materials that links a product to a health condition: "supports immunity," "improves sleep," "lowers cholesterol." In the nutra vertical, such claims form the basis of most offers, which is why they are the most common cause of ad account blocks and landing page rejections.
## How it works
Regulators divide claims into several types. In the EU, Regulation (EC) No 1924/2006 allows only claims from an approved list, and general wording without scientific backing is prohibited. In the US, the FDA and FTC distinguish between structure/function claims (permitted with a disclaimer that the FDA has not evaluated them) and claims about treating or preventing diseases (which are treated as drug claims). Specific requirements depend on the target country and the platform's rules.
## Where they appear
Health claims show up in landing page copy, pre-landers, creatives, social media descriptions, and videos. Ad networks and social platforms review them automatically and manually, often by keyword and by before-and-after imagery. Reviews and photos that visually confirm results create a separate problem.
## What it affects
The wording directly determines risk: the closer a claim comes to a diagnosis or treatment, the higher the likelihood of a ban on the domain, account, or ad profile. Strong medical promises also attract complaints from regulators and payment partners, which in turn increases the risk of payout holds.
## Common mistakes
Typical missteps include using words like "cures," "gets rid of," or "will heal" in relation to diseases; putting comparisons with medicines front and center; guaranteeing results within set timeframes or percentages; omitting a disclaimer that the product is not a medicine; and inconsistencies between the landing page text and the packaging description. Moderation checks all of these parameters during approval.
FAQ
How is a health claim different from a treatment claim?
A health claim describes support for normal body functions, for example "supports heart function." A treatment claim links the product to a diagnosis or disease, for example "treats hypertension." The latter is usually prohibited for supplements and falls under drug advertising.
Do I need a disclaimer when using health claims?
In most jurisdictions, including the US, it is recommended or required to state that the product is not a medicine and is not intended to diagnose or treat diseases. The exact text and placement depend on the country and the platform's rules.
Where can I check which claims are allowed in the EU?
Authorized health claims in the EU are listed in the European Commission's registers, based on Regulation (EC) No 1924/2006. Before launching a campaign, it is worth checking the wording against the current version of the register and the rules of the specific ad network.