Reserve for £5

Home / Journal / Journal

Draft for review. Highlighted [TODO] items are awaiting confirmation.

What a nutrient claim actually means

Bejka Journal · [TODO: publish date] · 5 min read

Walk down any supplement aisle and you'll see words like "supports", "boosts" and "optimises". Some of these are allowed, some aren't, and most shoppers can't tell the difference. Here's how the rules work in Great Britain, and why we stick to them.

Two types of claim

UK rules (retained from EU Regulation 1924/2006) separate claims into two kinds:

  • Nutrition claims describe what's in a product, for example "high in vitamin C" or "source of fibre". Each has a defined meaning. A supplement can usually only say it's a "source of" a vitamin or mineral if it provides at least 15% of the nutrient reference value (NRV) per daily portion.
  • Health claims describe a relationship between a nutrient and the body, such as "Vitamin D contributes to the maintenance of normal bones."

The register

Health claims can only be used if they're authorised and listed on the Great Britain Nutrition and Health Claims Register, which is published on GOV.UK. Each authorised claim has:

  • set wording, which companies may only adapt slightly if the meaning stays the same
  • conditions of use, such as a minimum amount of the nutrient

For example, "EPA and DHA contribute to the normal function of the heart" can only be used when the product provides at least 250mg of EPA and DHA a day, and the consumer is told that. "Creatine increases physical performance in successive bursts of short-term, high intensity exercise" applies to adults doing high-intensity exercise at a daily intake of 3g.

Why "contributes to normal" matters

Most authorised claims use the phrase "contributes to normal" or "contributes to the maintenance of normal". That's deliberate. It describes a nutrient's role in normal body function. It doesn't promise improvement beyond normal, and it doesn't imply treatment.

So "Vitamin B12 contributes to the reduction of tiredness and fatigue" is allowed. "B12 for unstoppable energy" isn't, because it exaggerates the authorised claim.

What's never allowed

  • Medicinal claims. Food supplements must not claim to prevent, treat or cure any disease. Under the Advertising Codes (CAP Code), only licensed medicines can make those claims.
  • Unauthorised claims. If an ingredient has no authorised health claim, as with collagen or many botanicals, a company can't claim a health benefit for it.
  • Misleading impressions. Even authorised wording can't be framed in a way that overstates it, for example through images or headlines.

Mandatory warnings

Food supplement labels in the UK must also carry certain statements, including the recommended daily dose, a warning not to exceed it, and a statement that food supplements should not be used as a substitute for a varied diet.

How to read a label like a pro

1. Look for the NRV%. It tells you how much of your daily reference amount each dose provides.

2. Check the form. For example, "vitamin D3 (cholecalciferol)" or "magnesium bisglycinate".

3. Compare claims with the register. If a claim sounds bigger than "contributes to normal...", be sceptical.

4. Watch for disease words. "Prevents", "treats", "cures" and condition names on a food supplement are red flags.

5. Be wary of very high doses. More isn't always better. The UK Expert Group on Vitamins and Minerals has set safe upper levels for many nutrients.

How Bejka uses claims

We only use authorised claim wording, and only when our strip meets the condition of use. Where an ingredient has no authorised claim, like collagen, we say so rather than imply a benefit. You can see every ingredient, its form and its claim on our [Science page](../science.md).

We think this makes our marketing a little less exciting. We also think it makes it more trustworthy.

Sources

  • GOV.UK, Great Britain Nutrition and Health Claims Register: https://www.gov.uk/government/publications/great-britain-nutrition-and-health-claims-nhc-register
  • GOV.UK, Nutrition and health claims: guidance to compliance with Regulation (EC) 1924/2006: https://www.gov.uk/government/publications/nutrition-and-health-claims-guidance-to-compliance-with-regulation-ec-1924-2006-on-nutrition-and-health-claims-made-on-foods
  • ASA/CAP, The CAP Code (non-broadcast): https://www.asa.org.uk/codes-and-rulings/advertising-codes/non-broadcast-code.html
  • Food Standards Agency, Food supplements: https://www.food.gov.uk/business-guidance/food-supplements

This article is general information, not medical advice. More from the Journal →