Hoping to boost your immunity? Keep your brain sharp? Improve your mood? Look no further than the supplement aisle at your local drugstore. At least that’s what supplement makers want you to believe.
“Claims, especially structure/function claims, may help sell product,” says NaturalProductsInsider.com. “However, they may also invite regulatory action if improperly phrased or inadequately supported.”
But supplement makers needn’t fear. They’ve got plenty of tools at their disposal.
What a claim about "structure" or "function" sounds like
Companies can make claims about how a supplement (or food) affects the normal structure or function of the body with little oversight by the Food and Drug Administration, as long as the claims don’t name a disease or promise to treat a condition.
So odds are you won’t see a supplement that can “lower cholesterol” but you’ll see plenty that “help maintain healthy cholesterol levels.”
And you’ll see shelves full of pills that claim to “enhance vitality,” “support healthy brain function,” “help calm your mind,” and “promote digestive health.”
A case in point: “Renew Life probiotics can help improve digestion and boost energy to keep your guts strong so you can be the best possible human you can be.”
See how Renew stayed vague…but inspiring? Little worry about “regulatory action” from the FDA with that strategy.
Or marketers can skip the specifics altogether. “Every Emergen-C gives you a potent blend of nutrients so you can emerge your best,” says the TV ad.
Nicely done. Keep it simple. Keep it general.
