Health and supplement ad regulations: what’s tightened up in the EU and Brazil
FreeSpy · 2026-10-07
EU
In the European Union, rules around ads related to health and dietary supplements are becoming stricter. The new legislation, which ramped up in 2023, sets clearer guidelines for health claims, requiring companies to provide strong scientific evidence to back them up. In addition, the European Commission is keeping a closer eye on ad campaigns, especially those targeting vulnerable groups like children and older adults.
Fines for companies that don’t comply with the new rules can range from 2% to 4% of global revenue, depending on the severity of the violation. That means a company generating 1 million euros in revenue could face penalties of between 20 thousand and 40 thousand euros, a significant hit to its budget.
Brazil
In Brazil, ANVISA and CONAR have been working to regulate advertising for health products and supplements more effectively. In 2023, an update to the guidelines was introduced, banning misleading claims and requiring all campaigns to be based on scientific data. Restrictions include banning ads that suggest a product can cure diseases or make claims that aren’t backed by studies.
Fines for non-compliance can reach R$ 1 million, depending on the severity of the violation. This is a real concern for brands operating in the industry, especially in such a competitive market.
Platforms
Major ad platforms like Facebook, Google, and TikTok are adapting to these regulatory changes. They’re implementing new internal policies to restrict ads that don’t comply with local guidelines. For example, ads claiming miraculous cures or failing to provide scientific evidence are being rejected more often.
In addition, platforms are investing in monitoring systems to detect and penalize accounts that violate these rules. This can include temporary suspension or even banning accounts that repeatedly break the rules.
Fines
Financial penalties for companies that don’t adapt to the new regulations can be severe, both in the EU and Brazil. In the EU, fines can range from 2% to 4% of global revenue, while in Brazil they can reach R$ 1 million. This highlights how important it is to stay compliant and avoid financial losses and reputational damage.
Adapting
To adapt to this new landscape, companies should:
- Conduct a full review of their ad campaigns and promotional materials.
- Invest in research and development to ensure health claims are backed by evidence.
- Train marketing teams on the new regulations so they’re aware of the restrictions.
- Regularly monitor changes to ad platform policies.
Compliance isn’t just a legal issue—it’s an opportunity to build trust with consumers by showing a commitment to transparency and responsibility.
What percentage of your ad campaigns have you adapted to the new regulations?