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Claims playbook · free

What you can and can’t say about supplements on Instagram

Most supplement ads that get pulled say one of a few things. Here they are, with what to say instead.

Download the PDF

A first pass, not legal advice. See the source rules

A script, checkedExample
  • Change before it runs

    “This cured my tiredness in a week.”

    Flagged by this rulebook

    CAP 15
  • Fine to say

    “It’s part of my morning now.”

  • Change before it runs

    “It boosts your immune system.”

    Flagged by the claims check

    Talk about your routine, not what it does: “It’s part of my morning now.”

    GB register
  • Fine to say

    “#ad Two weeks into my new morning routine”

Verdicts from Affilo’s claims check and this playbook’s rulebook.

CAP 2Influencer guidance

Say it’s an ad, up front

Paid or on commission, the post is an ad, and people have to know that before they tap or read on.

Don’t say

  • Change before it runs

    “Obsessed with my new morning routine #sp”

    Flagged by the #ad check · CAP 2

  • Change before it runs

    “Thanks for my new favourite thing #collab”

    Flagged by the #ad check · CAP 2

Say instead

  • Fine to say

    “#ad Two weeks into my new morning routine”

  • Fine to say

    “#ad My honest thoughts after a month”

Put #ad at the start of the caption and turn on Instagram’s paid partnership label too. In Stories, label every frame the product is in.

CAP 15CAP 12

Never say it treats, cures or prevents anything

A food supplement can’t claim to prevent, treat or cure a disease, or compare itself with a medicine.

Don’t say

  • Change before it runs

    “This cured my tiredness in a week.”

    Flagged by this rulebook · CAP 15, CAP 12

  • Change before it runs

    “It’s better than ibuprofen for my joints.”

    Flagged by the claims check · CAP 12

  • Change before it runs

    “I take it to prevent infections.”

    Flagged by the claims check · CAP 15

Say instead

  • Fine to say

    “It’s part of my morning now.”

  • Fine to say

    “I take one with breakfast, every day.”

GB registerCAP 15

Health claims come from the GB register, word for word

A health claim is allowed only if it’s on the register for a nutrient the product has at a significant amount.

Don’t say

  • Change before it runs

    “It boosts your immune system.”

    Flagged by the claims check · GB register

    Try: Talk about your routine, not what it does: “It’s part of my morning now.”

  • Change before it runs

    “NMN restores your NAD levels.”

    Flagged by the claims check · GB register

    Try: Talk about your routine, not what it does: “It’s part of my morning now.”

  • Change before it runs

    “Increases your energy all day.”

    Flagged by the claims check · GB register

    Try: Talk about your routine, not what it does: “It’s part of my morning now.”

Say instead

  • Fine to say

    “Vitamin C contributes to the normal function of the immune system.”

  • Fine to say

    “Magnesium contributes to a reduction of tiredness and fatigue.”

A significant amount is at least 15% of the reference intake in a daily dose. Creatine’s claim needs 3 g a day.

GB registerCAP 15

Leave ageing out of it

No claim to slow, stop or reverse ageing is authorised, and anti-ageing counts as one.

Don’t say

  • Change before it runs

    “Turn back the clock from the inside.”

    Flagged by the claims check · GB register

    Try: Say your age if you like, then what your mornings look like now.

  • Change before it runs

    “The anti-ageing supplement I swear by.”

    Flagged by this rulebook · GB register, CAP 15

  • Change before it runs

    “Younger cells in a month.”

    Flagged by the claims check · GB register

    Try: Say your age if you like, then what your mornings look like now.

Say instead

  • Fine to say

    “I’m fifty-two and this is what my mornings look like.”

CAP 3

Don’t claim proof you can’t show

Clinically proven, expert recommended and the like need evidence the brand holds before the ad runs, about this product.

Don’t say

  • Check the evidence

    “Clinically proven to work.”

    Flagged by the claims check · CAP 3

    Try: Say why you chose it instead: “I wanted one that’s third-party tested.”

  • Check the evidence

    “Doctor recommended and backed by science.”

    Flagged by the claims check · CAP 3

    Try: Say why you chose it instead: “I wanted one that’s third-party tested.”

Say instead

  • Fine to say

    “I chose this one because it’s one capsule a day.”

CAP 3

No promises about results

Guaranteed, instant or for everyone is likely to mislead. Say what it was like for you.

Don’t say

  • Check the evidence

    “Guaranteed results.”

    Flagged by the claims check · CAP 3

    Try: Say what it’s like for you, not for everyone.

  • Check the evidence

    “It works for everyone.”

    Flagged by the claims check · CAP 3

    Try: Say what it’s like for you, not for everyone.

Say instead

  • Fine to say

    “Here’s what a month looked like for me.”

CAP 13

Weight loss: no numbers, no promises

An ad can’t promise a set amount of weight lost or a rate of loss.

Don’t say

  • Change before it runs

    “I lost 6kg in a month taking these.”

    Flagged by the claims check · CAP 13

    Try: Talk about the routine, not the result: “It’s part of how I eat now.”

Say instead

  • Fine to say

    “It’s part of how I eat now.”

CAP 3

Made with AI? Say so

AI-made people, results and testimonials need a label wherever a viewer would take them as real.

Watch for

  • Check the evidence

    An AI-made person giving a testimonial, with nothing to say so

    For your reviewer · CAP 3

  • Check the evidence

    A result the product can’t give, made with AI

    For your reviewer · CAP 3

Instead

  • Fine to say

    Add a short on-screen line: “Made with AI”.

GB register

Authorised wording you can use

Word for word from the register. A line can be used only when the product has the nutrient at a significant amount: at least 15% of the reference intake in a daily dose, or 3 g a day for creatine.

Vitamin B12
  • “contributes to the reduction of tiredness and fatigue”
  • “contributes to normal energy-yielding metabolism”
  • “contributes to the normal function of the immune system”
  • “contributes to normal psychological function”
Vitamin B6
  • “contributes to the reduction of tiredness and fatigue”
  • “contributes to normal energy-yielding metabolism”
  • “contributes to the normal function of the immune system”
  • “contributes to normal psychological function”
Vitamin C
  • “contributes to the reduction of tiredness and fatigue”
  • “contributes to the normal function of the immune system”
  • “contributes to normal collagen formation for the normal function of skin”
  • “contributes to normal energy-yielding metabolism”
Vitamin D
  • “contributes to the normal function of the immune system”
  • “contributes to the maintenance of normal bones”
  • “contributes to the maintenance of normal muscle function”
Magnesium
  • “contributes to a reduction of tiredness and fatigue”
  • “contributes to normal muscle function”
  • “contributes to normal psychological function”
  • “contributes to normal energy-yielding metabolism”
Iron
  • “contributes to the reduction of tiredness and fatigue”
  • “contributes to normal cognitive function”
  • “contributes to the normal function of the immune system”
Zinc
  • “contributes to normal cognitive function”
  • “contributes to the maintenance of normal skin”
  • “contributes to the maintenance of normal hair”
  • “contributes to the normal function of the immune system”
Biotin
  • “contributes to the maintenance of normal hair”
  • “contributes to the maintenance of normal skin”
  • “contributes to normal energy-yielding metabolism”
Riboflavin (vitamin B2)
  • “contributes to the reduction of tiredness and fatigue”
  • “contributes to the maintenance of normal skin”
Niacin (vitamin B3)
  • “contributes to the reduction of tiredness and fatigue”
  • “contributes to the maintenance of normal skin”
  • “contributes to normal psychological function”
Creatine
  • “increases physical performance in successive bursts of short-term, high intensity exercise”
Your rulebook

Start with this rulebook.

Sign up as a brand and these lines go on every product you add, ready to edit. Creators see them with the brief, and every script is read against them when it comes in for review.

Download the PDF

Free. Every line stays yours to edit or remove.

RulebookFrom the supplements playbook

Lines creators may not say

  • Not allowedCures, treats or prevents any condition
  • Not allowedMedication or prescription
  • Not allowedReverses ageing or anti-ageing
  • Not allowedWeight loss or lose weight

Lines creators may say

  • AllowedPart of my morning routine
Disclosure#ad

A first pass, not legal advice

This playbook sets out the main rules for ads seen in the UK, as we read them on 7 November 2026. It is a starting point for briefing creators, not legal advice. Check your claims with your compliance lead or a lawyer before an ad runs.

The source rules

As read on 7 November 2026.