Major retailers and online marketplaces across the United Kingdom have been found using misleading and unsubstantiated claims to advertise weight-loss supplements, according to a comprehensive investigation by consumer watchdog Which?. The findings reveal widespread breaches of advertising regulations, with popular high street names and digital platforms implicated in making outlandish promises about products that lack scientific backing.
Systematic Breaches of Health Claims Regulations
The investigation uncovered evidence that Amazon, eBay, Holland & Barrett, Superdrug and Temu, among other retailers, have been marketing supplements with claims that directly contravene established regulations. Under UK law, companies cannot make health claims about products without robust scientific evidence to support them. The Department of Health and Social Care maintains an official health claims register that specifies precisely what businesses can and cannot say about ingredients' effects on health, with exact wording and usage conditions clearly defined.
Specific Examples of Misleading Marketing
Which? identified numerous concerning examples during their investigation. On eBay, Extreme Burn supplements by Formula Max 5 were found claiming that raspberry fruit extract assists the body to burn fat at a higher rate and that green coffee bean decreases the absorption of carbohydrates. Both claims have been explicitly rejected by the official health claims register due to insufficient evidence.
Perhaps more troubling was the discovery that retailers were categorising products in ways that implied weight-loss benefits even when the products themselves made no such claims. Holland & Barrett listed Acai Berry tablets under their fat burner section despite neither the product packaging nor webpage making any weight-loss assertions. Similarly, Superdrug included a cinnamon supplement in their appetite suppressant category without the product making any related claims.
Unsubstantiated Claims Mimicking Prescription Medications
The investigation revealed particularly egregious examples where supplements were marketed with claims that directly mimicked prescription weight-loss medications. The Advertising Standards Authority clearly states that products cannot claim equivalence to prescription medicines or make specific predictions about weight loss amounts, speed, or body areas targeted.
Despite these regulations, Which? found a keto fat burner supplement from brand Pslalae on Temu promising customers would lose your belly fat fast while you shred your stomach. Another product called Gone Appetit from Internal Youth on Amazon suggested users would see centimetres lost from their waistline within four weeks and become mentally free from food obsession within eight weeks.
Most concerning was the discovery of Phentramine 375 by Pharmaslim on eBay, which explicitly asked: Why use prescription weight loss pills when you can get non-prescription weight loss pills that have no negative side effects but are just as effective? Such claims directly contravene regulations prohibiting comparisons with prescription medications.
Regulatory Response and Industry Accountability
Following Which?'s investigation and reporting to retailers, over fifty misleading listings have been removed from various platforms. Sue Davies, Which?'s head of consumer policy, expressed serious concern about the findings: It's really worrying that online marketplaces and popular health retailers are promoting misleading health supplements. Not only does this make it impossible for shoppers to trust the claims they see online but it also means people could be wasting their hard-earned cash on products which just don't live up to the claims.
Davies called for better oversight of the industry, urging government and regulators to crack down on misleading listings and ensure rule-breaking sellers face proper accountability. A government spokesman reiterated that food labels must be accurate and honest, with health claims requiring scientific backing and official approval, adding that companies breaking these rules may face enforcement action from local authorities.
Retailer Responses and Corrective Actions
Affected retailers have responded with varying degrees of corrective action. Amazon confirmed they require all products to comply with applicable laws and have removed the highlighted products. eBay stated consumer safety is a top priority and removed all items identified as against their policy. Holland & Barrett explained their product categorisation aims to help customers navigate their website and, following review, has moved Acai Berry tablets to their Superfood category.
Superdrug has paused retailing of highlighted products and is reviewing the relevant category to ensure compliance. Temu immediately removed reported products pending further review and is working with sellers to rectify descriptions. Pharmaslim maintained their product is a food supplement manufactured in a UK licensed facility and does not make medical claims, noting the listing in question is currently inactive due to being out of stock.
The Advertising Standards Authority spokeswoman reiterated their clear rules prohibiting unauthorised health, medical or weight-loss claims, particularly those implying equivalence to prescription-only medicines. This investigation highlights significant gaps in enforcement and the need for stronger regulatory oversight in the rapidly expanding supplement market.
