Major Retailers and Online Platforms Accused of Misleading Weight-Loss Supplement Marketing
A comprehensive investigation by consumer watchdog Which? has exposed major retailers and online marketplaces for making "outlandish" and "misleading" claims when advertising weight-loss supplements. The findings reveal concerning marketing practices across prominent platforms including Amazon, eBay, Holland & Barrett, Superdrug, and Temu, raising serious questions about consumer protection in the rapidly growing supplement industry.
Specific Examples of Questionable Claims
The investigation uncovered numerous examples of supplements making scientifically unsubstantiated claims about their effectiveness. One particularly concerning case involved Extreme Burn supplements by Formula Max 5, listed on eBay, which claimed that raspberry fruit extract "assists the body to burn fat at a higher rate" and that green coffee bean "decreases the absorption of carbohydrates."
Nutrition experts have told the Independent that there is little credible evidence to support these assertions. Professor Gunter Kuhnle, Professor of Food and Nutritional Sciences at Reading University, explained that while some compounds in these supplements might have minor metabolic effects, the evidence for significant weight loss benefits remains weak.
Regulatory Framework and Compliance Failures
The health claims register maintained by the Department of Health and Social Care clearly outlines what businesses can and cannot claim about ingredients' health benefits. This investigation revealed that:
- Multiple weight loss claims for raspberry extract have been rejected by the register due to insufficient evidence
- The green coffee bean claim about reducing sugar absorption was similarly rejected
- Products were found making claims that directly contravene Advertising Standards Authority regulations
Registered nutritionist Rob Hobson warned that these misleading claims risk "misleading people into thinking supplements can replace proven approaches like diet quality and energy balance."
Platform-Specific Violations
The investigation documented numerous specific violations across different platforms:
- Temu listings included a "keto fat burner" supplement claiming customers would "lose your belly fat fast while you shred your stomach" and another product promising to "reduce waistline"
- Amazon hosted a product called "Gone Appetit" suggesting users would lose centimetres from their waistline within four weeks
- eBay featured Phentramine 375 supplements claiming to be "just as effective" as prescription weight loss pills without negative side effects
- Holland & Barrett and Superdrug maintained website categories for "fat burners" and "appetite suppressants" containing products making no weight loss claims
Industry Response and Regulatory Action
Following the investigation, Which? reported its findings to the retailers involved, resulting in more than 50 misleading listings being removed from various platforms. The companies have responded with varying degrees of action:
- Amazon, eBay and Temu confirmed they reviewed and removed highlighted products violating their policies
- Holland & Barrett moved products to a "superfood category" following review
- Superdrug paused retailing of highlighted products and is reviewing its website categories
A Government spokesman emphasised that "any claims about the health benefits or nutritional value of supplements need to be backed by science and officially approved by authorities," warning that companies breaking these rules face potential enforcement action.
Calls for Enhanced Oversight
The watchdog has called for "better oversight" of the supplement industry to enable regulators to more effectively crack down on misleading listings. This case highlights the ongoing challenges in regulating health claims in the digital marketplace, where products can be listed and removed with relative ease, potentially leaving consumers vulnerable to unsubstantiated health promises.
The investigation underscores the importance of consumer vigilance and robust regulatory frameworks in an industry where scientific evidence often fails to match marketing claims, particularly in the sensitive area of weight management products.
