Health claims: what you can and can’t say about supplements, cosmetics, and devices in the EU and Brazil
Alex Nogueira · 2026-10-07
Authorized claims (efsa)
In the European Union, health claims for food supplements and cosmetics need to be approved by EFSA (European Food Safety Authority). This means that, to use a claim, it must be based on robust scientific evidence. Claims must be clear and not misleading. For example, “contributes to the normal function of the immune system” is allowed, but “cures diseases” definitely isn’t.
Anvisa and product categories
In Brazil, ANVISA regulates health claims in a similar way, but with some differences. It divides products into categories: foods, supplements, and cosmetics. Each category has its own rules. For supplements, for example, claims must comply with Resolution RDC 24/2015, which defines the permitted claims. If a product is classified as a cosmetic, claims such as “prevents diseases” aren’t allowed. So it’s crucial to understand which category your product falls into.
Words that can lead to lawsuits
Certain words and phrases can lead to lawsuits. Terms like “cure,” “miraculous,” “immediate,” or “no side effects” may be considered misleading and lead to legal action. Also, claims that aren’t backed by scientific evidence, even if they’re true in some contexts, can be problematic. Always review what’s being said and try to avoid terms that could be misinterpreted.
A disclaimer won’t save you
A disclaimer is often seen as protection, but it’s not foolproof. Adding a notice like “results may vary” doesn’t shield a company from legal consequences if the claim is considered misleading. The best approach is to make sure all claims are accurate and backed by evidence before communicating anything to consumers.
Review before you launch
Before launching any ad campaign, do a thorough review of the health claims. This includes not only the copy, but also images and videos that could suggest unproven benefits. Bring in a legal or regulatory expert to make sure all claims comply with current legislation.
Complying with health claim rules is essential to avoid legal issues and build consumer trust. What’s your experience with health claims for the products you work with? How many claims have you had to review or adjust before launching a campaign?