Influencer marketing is now an increasingly widely used tool by Companies in the food supplement sector to communicate with consumers. However, the personal and informal nature of content published on social media does not exclude the application of the regulatory framework governing commercial communication and the presentation of food products.

On the occasion of the EHPM Food Supplement Summit, held in Brussels on 23 June, EHPM (European Federation of Associations of Health Product Manufacturers) presented two complementary documents: “Best Practice Guidance on Influencer Marketing for Food Supplements” and its condensed version “Practical Guidelines for Influencers of Food Supplements”.

The guidelines were developed with the aim of supporting industry operators in managing influencer marketing according to principles of legality, fairness, transparency, and responsibility.

Commercial communication must comply with the regulatory framework

A central element of the EHPM guidelines is the identification of when influencer content should be considered marketing communication.

In the food supplement sector, communication directed at consumers must be consistent with applicable regulations, in particular the provisions on nutrition and health claims set out in Regulation (EC) No. 1924/2006.

The guidelines draw attention to avoiding communication that attributes disease prevention, treatment, or cure properties to food supplements, as well as the use of unauthorized medicinal claims.

Attention must also be paid to the use of health claims: the influencer’s communication must remain within the scope of authorized claims and comply with the conditions of use applicable to the product and the claim being used.

Regulatory compliance, however, does not concern only the technical content of the message. When a relevant relationship exists between an influencer and a company – through financial compensation, affiliate marketing, product exchanges (barter), or other forms of collaboration – the published content is considered commercial communication.  It must be made clearly recognizable to consumers through a disclosure appropriate to the context and platform used.

Recommendations for companies in managing influencer marketing

For companies, EHPM recommends adopting a structured approach to managing collaborations. The guidelines emphasize that responsibility for correct communication cannot be delegated solely to the influencer.

Companies are called upon to adopt a structured approach that includes:

• select and evaluate the influencers involved in campaigns;
• provide influencers clear and accurate information about products and permitted claims through dedicated briefing materials or fact sheets;
• define expectations and responsibilities through clear agreements;
• review content before publication (where appropriate);
• establish monitoring procedures for influencer communications.

These aspects are particularly relevant in the nutraceutical sector, where seemingly spontaneous communication can significantly impact consumer choices regarding health and well-being.

The Best Practice Guidance helps embed regulatory affairs principles into influencer marketing, preventing misleading communication. It also addresses authenticity and transparency, urging companies to avoid partnerships with artificially inflated followers or AI-generated influencers, prioritizing genuine experiences and truthful communication.

A reference framework for a changing communication landscape

With these guidelines, EHPM provides a practical reference point for a sector where digital communication and influencer marketing continue to evolve.

The documents do not replace existing legislation or national self-regulatory initiatives, but aim to support companies, influencers, and intermediaries in developing more consistent practices for promoting food supplements online.

Ultimately, the goal is to strengthen consumer trust and enhance communication quality across the entire food supplement sector.

Complife’s contribution

As a member company of EHPM, Complife took part in the consultation on these guidelines, contributing with regulatory observations to support correct and responsible communication of food supplements through influencer marketing. This marks a further step toward a nutraceutical sector built on fairness, transparency, and accurate, non-misleading consumer information.

>>> Complife supports companies in the sector with regulatory affairs activities, from assessing product and formulation compliance to verifying communication and claims, helping to develop strategies consistent with the applicable regulatory framework and with correct consumer information principles.

SOURCES:

EHPM, Best Practice Guidance on Influencer Marketing for Food Supplements and Practical Guidelines for Influencers of Food Supplements.