Supplement landing page claims that stay legal

Two agencies police your supplement landing page claims. The FDA regulates your label and the FTC regulates your advertising, and a landing page counts as advertising. You can say a product supports a normal body function. You cannot say it treats a disease. And the disclaimer has to sit next to the claim.

Which supplement landing page claims are legal

A structure or function claim describes how an ingredient affects normal body structure or function. Supports healthy digestion is allowed. Cures IBS is a drug claim, and it moves your product into a different regulatory category. The trigger is naming a disease or a recognised condition, or hinting that you treat one.

Rewrites that hold up: helps relieve bloating becomes supports digestive comfort. Reduces anxiety becomes helps you feel calm. Lowers blood pressure has no safe rewrite, because blood pressure is a disease marker. Check your images with the same eye. A photo of a prescription bottle next to your product implies the claim your copy carefully avoided.

Where the disclaimer physically goes

21 CFR 101.93 sets both the wording and the placement. Use this: These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease. Switch to This statement when only one claim appears.

The regulation asks for boldface type no smaller than one sixteenth of an inch. It has to sit immediately next to the claim with nothing in between, or somewhere else on the same page that carries the statement. In practice that means a bold line under your benefits section, rather than 6 point grey text in the footer beneath the returns policy. You also have to notify the FDA within 30 days of first marketing the product with the claim.

Substantiation is a document you can send

The FTC Health Products Compliance Guidance was published in December 2022 and replaced the 1998 supplement advertising guide. It requires competent and reliable scientific evidence behind health claims. For most benefit claims that means human clinical trials on the ingredient, at the dose you actually ship.

Build a claims sheet before anyone designs the page. One row per claim: the exact page wording, the study, the dose used in that study, and your dose per serving. If your capsule has 100mg and the trial ran 500mg, you cannot borrow that trial's outcome. The sheet takes an afternoon, and it is what you send when someone asks.

Testimonials and before and afters

The FTC Consumer Reviews and Testimonials Rule took effect on 21 October 2024. It bans buying reviews, writing fake ones, and insiders posting testimonials without disclosing the relationship. Civil penalties for knowing violators were capped at 51,744 dollars per violation at the time it landed, and that figure has been adjusted for inflation since. Employees and their families count as insiders.

A testimonial that describes an outcome is a claim, so it needs the same substantiation as your headline. Adding results not typical does not rescue a result your evidence cannot support. Use customers whose outcome matches your evidence, and disclose free product or payment inside the same visual block as the quote.

Design moves that stay compliant and still sell

Put the dose table high on the page. One row per active ingredient, with the amount and a six word reason it is there. Buyers who care about whether it works are hunting for exactly that, and it lets you show strength without making a claim at all.

Put the study reference in the same section as the claim, one smaller line underneath, with the ingredient and the year. Move the disclaimer to a bold line that closes your benefits section. Keep the FAQ for questions that would break the flow: third party testing, allergens, and what happens if it does not work.

Your pre launch pass

Read the page and highlight every sentence that promises an outcome. Write the supporting study next to each highlight. Any highlight with no study gets rewritten or cut. Then search the page for disease words: cure, treat, prevent, heal, reverse, plus the name of every condition your customers actually have.

Run the same pass over your image alt text and over your ad creative, because the FTC reads the ad and the page as one message. None of this is legal advice. A supplement lawyer will review a landing page for a few hundred dollars, which is far cheaper than one warning letter.