Which health claims can I use for food supplements in the UK?
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Short answer. In Great Britain you can only use health claims that are authorised on the GB nutrition and health claims (NHC) register, and only if your product meets each claim's conditions of use. The claim must be about the named nutrient or ingredient, not the whole product. You can reword an authorised claim, but the meaning must stay the same. Supplements must never claim to prevent, treat or cure a disease.
The rules in short
- Authorised claims only. Since 1 January 2021, only claims on the GB NHC register may be used in Great Britain (CAP rule 15.1.1).
- Meet the conditions of use. Hold evidence that the product contains the amount the claim requires (rule 15.1).
- Name the nutrient, not the product. "Vitamin C contributes to the normal function of the immune system" – not "[Product] contributes to…".
- Same meaning, not stronger. Rewording is allowed when consumers would read it the same way.
- No medicinal claims. Nothing that suggests the product diagnoses, treats or prevents a disease or condition, including flu or hangovers (rule 15.6.2).
- General claims need a specific one. "Superfood", "detox" or "full of goodness" only work with an authorised specific claim next to them (rule 15.2).
- Testimonials count. A customer quote in your ad must not say what you couldn't say yourself.
Rewording: what the ASA has accepted and rejected
| Authorised wording | Accepted | Rejected |
|---|---|---|
| "contributes to" | "to support", "helps keep" | "increases" |
| "normal function of…" | "supports the normal function of…" | dropping "normal" ("improves your immune system") |
| "normal growth and development of bones" | – | "strong bones" |
Claims that are not on the register
- Claims "on hold" (many botanicals) can still be used in GB for now, but only with the same meaning as the claim on hold and with evidence. The ASA has ruled against ads that stretched on-hold wording.
- Pictures can make claims too. A before-and-after photo can imply a health claim that must be authorised.
- Northern Ireland follows the EU register.
Sources
Sources checked 1 November 2026.
Not legal advice. Last updated: 4 November 2026.