The recent study published in Nutrients is reportedly the first to examine how advertisements for dietary supplements are perceived. Researchers surveyed 397 participants aged 18 to 65 using questionnaires to assess their knowledge about supplements and their reactions to advertisements promoting products for memory, weight loss, immunity, and sleep.
Key findings indicate that consumer understanding of dietary supplements in Poland is inadequate. Only 4.8% recognized these supplements as food products, with 40.3% mistaking them for over-the-counter medications. Jerome LeBloch, from FoodChain ID, emphasized the need for improving consumer knowledge, particularly regarding the distinction between supplements and medicines, which could lead to misconceptions about their health benefits.
Respondents demonstrated varying levels of belief in the efficacy of different supplements. The immunity support advertisement garnered the highest trust, with 73.1% of participants expecting it to boost immunity. In contrast, only 31.3% believed the weight management product would assist in weight loss. A significant 74.1% stated that supplements lacking scientific evidence should not make health claims.
Despite acknowledging limitations in their study, including a small sample size, the authors noted consistency with previous research showing that many consumers mistakenly believe dietary supplements undergo rigorous safety testing.
Further research highlighted a concerning trend among healthcare professionals, with 43% equating dietary supplements to medicines, and nearly half believing that regulatory standards for supplements match those for drugs. The authors called for educational campaigns to clarify misconceptions around supplements, particularly given their rising popularity and aggressive marketing practices.
Under EU law, food supplements are not classified as medicines, and any claims suggesting a therapeutic effect can breach regulations. LeBloch suggested that improving product labeling and better pharmacist communication might be more effective than education campaigns alone. He stressed that regulatory enforcement varies across Member States, which complicates the issue.
Kristy Coleman, a food law consultant, echoed the need for effective enforcement, noting that consumers often assume dietary supplements undergo scrutiny similar to medications while they actually belong to a different regulatory category.
Source: Nutrients, DOI link
