Some of the world’s largest food manufacturers, including Nestlé and Unilever, are flooding the market with expensive dietary supplements that promise solutions to stress, obesity, and menopausal symptoms—yet nearly half of these health claims allegedly violate European Union advertising regulations, according to an investigation by The Investigative Desk for Follow the Money and Dutch television program Radar.
The investigation examined 431 supplements backed by the ten largest food producers in Europe. These products were submitted to the Nederlandse Keuringsraad, a self-regulatory body created by the food and pharmaceutical industries to help companies comply with advertising codes for over-the-counter health products. Experts from the Keuringsraad assessed whether the claims met the standards set by the EU’s Health Claims Regulation, which permits only those statements explicitly approved and listed in the public EU register.
198 of the 431 supplements—nearly half—allegedly featured unauthorized or outright forbidden health claims on their packaging, websites, or sales platforms. In several cases, the claims reportedly ventured into territory reserved solely for medicines, a serious violation of EU law.
Nestlé, which marketed 350 of the reviewed supplements, reportedly had unauthorized claims on 115 of them. These included phrases such as “supports healthy blood” and “helps maintain responsible cholesterol levels.” Eighteen Nestlé products reportedly went further, making explicit medical claims like “has anti-inflammatory properties,” which are illegal unless made for registered pharmaceutical products.
Unilever, which has invested in the supplement brand Lemme, had alleged violations on 68 out of 72 products. On websites and packaging, Lemme products boasted phrases like “clinically backed ingredients, designed to become a divine part of your daily life.” These claims, meant to market supplements like “Debloat” for bloating, “Curb” for appetite suppression, “Glow” for skin and hair, and “Lemme Purr” for “vaginal freshness,” were judged to be misleading and unsubstantiated under EU law.
Despite the violations, these products remain widely available in stores and online. Influencers, including Dutch TikToker Michelle Bruin, reportedly help drive demand. Bruin, who has 71,000 followers, showcased Lemme’s entire range in a video while praising the supplements as part of her daily routine. She said she spends more than 10 euros per day on the eight different products she consumes for energy, hydration, digestion, skin, and sleep.
“This is pure deception,” Renger Witkamp, professor of nutrition and health at Wageningen University told Follow the Money. He called the marketing tactics “appalling,” especially since they are backed by major food corporations. “If you eat and live healthily, it makes no sense to take extra supplements,” he said. Witkamp added that in most cases supplements are unnecessary, except for specific groups such as vegans, pregnant women, or people taking certain medications.
The rapid growth of the supplement industry reportedly reflects a major shift in consumer behavior. In 2024, 72 percent of Dutch residents over age 17 reported using supplements, spending an average of 80 euros per person annually. The total market expanded from 775 million euros to 860 million euros that year. Once primarily used by athletes, pregnant women, and the elderly, supplements are now aggressively marketed as lifestyle enhancers, with promises of reduced stress, glowing skin, and boosted immunity. The COVID-19 pandemic reportedly further fueled the trend.
The Dutch Food and Consumer Product Safety Authority (NVWA) said companies are not taking their legal obligations seriously. “These findings show that many businesses still fail to adequately inform consumers and prevent misleading claims,” said the agency, adding that it may take enforcement action based on the investigation.
Fines for unauthorized health claims range from 525 euros for companies with fewer than 50 employees to 1,050 euros for larger firms. Medical claims can lead to penalties of several thousand euros.
Nestlé responded to the investigation by stating, “Claims are carefully reviewed before products are brought to market.” The company said it will now deliberate internally on “how to better inform third parties of applicable regulations and the correct use of claims.”
