28 of 38 influencers break rules on supplement claims

The NVWA investigated 38 influencer accounts on TikTok and Instagram this spring and found that 28 did not follow the rules on claims for food supplements. Followers per account ranged from 750 to 1 million. At most three posts per account were examined.

On 26 accounts, 42 posts carried unjustified health claims. A health claim must be scientifically proven and assessed and approved by the EU. Examples included claims that creatine makes you stronger and that vitamin C boosts the body's resistance to illness.

The NVWA also found two banned medical claims, on two different accounts. One said a product helps fight inflammation. Food supplements may never carry a claim about preventing or curing disease. One account described a product as "low in calories" although it contained too many calories to carry that label.

For the first time, the NVWA has named those involved. They include Olympic hockey champions Yibbi Jansen and Maria Verschoor, presenter Quinty Trustfull and fitness influencers. The NVWA says Verschoor claimed, without scientific evidence, that a brand of magnesium is good for muscle relaxation and concentration. It says Trustfull claimed fish collagen improves skin, hair and nails.

Influencers with banned claims had to change or delete their posts immediately. They received an official warning, a fine or both.

The NVWA will keep checking whether the influencers have corrected their accounts. If they have not, it says it may take tougher measures, such as higher fines, until the breaches are resolved.