Influencers promoting food supplements violate health regulations at far higher rates than the brands they represent, according to research from German consumer protection organizations examining the nearly €4.3 billion supplement market.
When influencers advertise food supplements on social media, approximately 90% of health claims are classified as inadmissible under the EU Health Claims Regulation, according to a 2022 study by the Stuttgart food control authority. The investigation examined nearly 5,000 posts containing approximately 1,000 health claims from 38 food supplement companies in Baden-Württemberg.
The violation rate among influencer posts stands in stark contrast to company marketing, where 39% of health claims are classified as not allowed. The majority of company violations (67%) appear exclusively on Instagram rather than in their online shops, suggesting that social media operates as a less regulated marketing channel.
Among products actively promoted through social media and influencer advertising, the complaint rate by food authorities reaches 85%. A follow-up study published in 2025 shows that influencers and companies often promise that nonspecific symptoms can be alleviated by taking high-dose vitamin supplements, special plant extracts, or detox treatments.
A separate August 2025 analysis by Foodwatch examined Instagram posts by 95 health and fitness influencers over 20 days. Among 358 Instagram stories advertising 152 different food supplements, approximately one-third contained health claims, all of which Foodwatch classified as inadmissible.
Only 1 in 5 Influencers Disclose Commercial Relationships
An EU-wide investigation by the Consumer Protection Cooperation Network reveals a massive transparency gap in influencer marketing. The review of over 500 influencer profiles across major platforms finds that 97% regularly publish content with the intention of making a profit. However, only 20% consistently label content as advertising, as required under EU consumer law.
This means approximately 77% of influencers who profit from their posts fail to disclose commercial relationships to their audiences adequately. The investigation examined influencers across Instagram, TikTok, YouTube, Facebook, X, Snapchat, and Twitch, with follower counts ranging from 5,000 to over 1 million.
Additional findings show that 30% of profiles lack adequate legal notice in accordance with the European Digital Services Act. While 78% engage in commercial activities, only 36% are registered as food retailers at the national level.
Market Dynamics Favor Influencer Reach
The violation rates occur against a backdrop of significant market power. Research by German food safety authorities shows that company profiles on social media typically have only a few thousand followers, while influencers can reach up to 600,000.
In German-speaking countries, 79% of marketing managers report their companies budget more than €10,000 annually for influencer marketing.
Consumer behavior data shows the strategy’s effectiveness. Among young people in Germany, 62% of girls and 47% of boys report purchasing products recommended by influencers. A 2023 study finds that 36% of online shoppers and social media users in Germany purchased food or beverages advertised by influencers.
Enforcement Challenges Persist
German food control authorities face structural challenges in monitoring influencer advertising due to limited resources. A 2019 study finds that one in three required food inspections in Germany is not carried out, primarily due to staff shortages. Authorities often lack access to social media platforms and face difficulties making online purchases for sampling purposes.
The Federation of German Consumer Organisations (VZBV) recommends prohibiting influencer advertising for children’s food supplements and increasing scrutiny of the online supplement market. The organization was appointed as a trusted flagger under the Digital Services Act in June 2025, granting it the authority to alert platforms to potentially illegal content.
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
Influencers promoting food supplements violate health regulations at far higher rates than the brands they represent, according to research from German consumer protection organizations examining the nearly €4.3 billion supplement market.
When influencers advertise food supplements on social media, approximately 90% of health claims are classified as inadmissible under the EU Health Claims Regulation, according to a 2022 study by the Stuttgart food control authority. The investigation examined nearly 5,000 posts containing approximately 1,000 health claims from 38 food supplement companies in Baden-Württemberg.
The violation rate among influencer posts stands in stark contrast to company marketing, where 39% of health claims are classified as not allowed. The majority of company violations (67%) appear exclusively on Instagram rather than in their online shops, suggesting that social media operates as a less regulated marketing channel.
Among products actively promoted through social media and influencer advertising, the complaint rate by food authorities reaches 85%. A follow-up study published in 2025 shows that influencers and companies often promise that nonspecific symptoms can be alleviated by taking high-dose vitamin supplements, special plant extracts, or detox treatments.
A separate August 2025 analysis by Foodwatch examined Instagram posts by 95 health and fitness influencers over 20 days. Among 358 Instagram stories advertising 152 different food supplements, approximately one-third contained health claims, all of which Foodwatch classified as inadmissible.
Only 1 in 5 Influencers Disclose Commercial Relationships
An EU-wide investigation by the Consumer Protection Cooperation Network reveals a massive transparency gap in influencer marketing. The review of over 500 influencer profiles across major platforms finds that 97% regularly publish content with the intention of making a profit. However, only 20% consistently label content as advertising, as required under EU consumer law.
This means approximately 77% of influencers who profit from their posts fail to disclose commercial relationships to their audiences adequately. The investigation examined influencers across Instagram, TikTok, YouTube, Facebook, X, Snapchat, and Twitch, with follower counts ranging from 5,000 to over 1 million.
Additional findings show that 30% of profiles lack adequate legal notice in accordance with the European Digital Services Act. While 78% engage in commercial activities, only 36% are registered as food retailers at the national level.
Market Dynamics Favor Influencer Reach
The violation rates occur against a backdrop of significant market power. Research by German food safety authorities shows that company profiles on social media typically have only a few thousand followers, while influencers can reach up to 600,000.
In German-speaking countries, 79% of marketing managers report their companies budget more than €10,000 annually for influencer marketing.
Consumer behavior data shows the strategy’s effectiveness. Among young people in Germany, 62% of girls and 47% of boys report purchasing products recommended by influencers. A 2023 study finds that 36% of online shoppers and social media users in Germany purchased food or beverages advertised by influencers.
Enforcement Challenges Persist
German food control authorities face structural challenges in monitoring influencer advertising due to limited resources. A 2019 study finds that one in three required food inspections in Germany is not carried out, primarily due to staff shortages. Authorities often lack access to social media platforms and face difficulties making online purchases for sampling purposes.
The Federation of German Consumer Organisations (VZBV) recommends prohibiting influencer advertising for children’s food supplements and increasing scrutiny of the online supplement market. The organization was appointed as a trusted flagger under the Digital Services Act in June 2025, granting it the authority to alert platforms to potentially illegal content.
The full report is available here
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