Influencer Marketing, Food Supplements and the Gap Between Rules and Enforcement
When health advice becomes advertising, who is responsible for protecting the consumer? A November 2025 article in Regulatory Focus by Angela Clausen and Sabrina Göddertz examines influencer marketing of food supplements in Germany and the challenges it creates for consumer protection. The authors highlight three recurring problems: advertising that is not clearly identified, health claims that may not comply with EU rules, and dosage recommendations that can expose consumers to unnecessary risks. Their review also points to a practical enforcement problem: national authorities often struggle to monitor the volume and speed of social-media content. The regulatory framework already includes EU rules on food information, health claims and digital services. The challenge is making these rules effective in an online environment where influencers can reach large audiences, promote their own products and communicate directly with consumers. The authors call for stronger EU-wide regulation, ...