Smart Buying
How to Assess Supplement Marketing Claims
Supplement ads can sound scientific without being backed by science. Here's how to read them critically.
By the Horsefil Research & Buying Guide editorial team · Published
Red flags
- 'Miracle', 'breakthrough' or 'secret formula'
- Claims to cure or treat a disease
- Guaranteed or instant results
- 'Doctors don't want you to know'
- Countdown timers and scarcity warnings
What good evidence looks like
Randomized, controlled human trials of the actual product, published in peer-reviewed journals, are the strongest evidence. Research on single ingredients or in animals is much weaker.
The FDA disclaimer
Structure/function claims must carry a notice that the FDA hasn't evaluated them. That notice is a reminder, not a stamp of approval.