Dietary supplement ads in Poland. Who keeps influencers in check?

illustration: DALL-E

Advertising dietary supplements in Poland is subject to restrictions. For example, they cannot be attributed with medicinal properties, because they are not medicines, nor with supportive properties that are not backed by research. These matters are checked by the Chief Sanitary Inspectorate (GIS). The Office of Competition and Consumer Protection (UOKiK) can verify correct labelling of advertising messages on social media.

Meanwhile, the "EY Future Consumer Index" study shows that:

• 57% of consumers seek advice in online communities when making purchase decisions.
• 61% admitted to buying a product thanks to an influencer’s recommendation or promotion.
• 74% of respondents believe that online creators’ content can be trusted.

The Wavemaker survey “Influencers under scrutiny: ethics in social media” indicates that:

• 72% of internet users aged 15+ discovered a new brand thanks to influencers.
• Their recommendations matter most for buying food, clothing, footwear, and cosmetics (44–45%).
• 30% of respondents say they also follow them in choosing medicines and dietary supplements.
• This rises to 36% among those aged 25–34.

The Wavemaker study also shows that 34% of respondents see improper labelling of content and ads as problematic influencer behaviour. In addition, 59% said posting too many promotional collaborations is also problematic, making it the most cited concern.


Concerns about improper labelling of social media ads by influencers are also expressed by brands using this form of promotion. As many as 28% of Wavemaker’s respondents pointed to this risk.

Advertising supplements in Poland

Advertising dietary supplements has certain restrictions, even though they are food products. While it is not as strict as advertising medical devices, the limits and guidelines are important. Advertising cannot claim properties that supplements do not have. It is prohibited to state that supplements have any medicinal properties.

- Another restriction concerns information on supportive properties - says Dr Anna Banaszewska, attorney at law and pharmacist, to the Newseria agency. - If on a dietary supplement, its label, written information, or in any radio or television ad, there is a statement that the product supports treatment, has supportive effects, or altered sugar or energy content, then that is a health or nutrition claim.

Health claims may be used only if the supplement contains a relevant ingredient, such as vitamin C, in the right amount, and only in the wording listed in the EU register of claims. Submitting a health claim to the register must be preceded by research confirming the ingredient’s properties. Using unapproved health claims is prohibited.

- In terms of content itself, such as attributing supplements with medicinal properties or using unapproved health claims, the competent authority is the Chief Sanitary Inspectorate - notes Bartosz Klimczuk from UOKiK’s Press Office. - GIS also monitors compliance with food law.

Tracking ads that break the rules

As GIS noted in its 2024 summary, providing information about food, including dietary supplements, protects consumers’ health and allows them to make informed choices from the wide range of products on the market. That is why market control is crucial (checking labelling, presentation, and advertising of food), to ensure consumers are properly informed. This is particularly important for matters affecting safety, such as allergen content, nutritional value, composition, and recommended daily intake of dietary supplements or foods for specific groups.


- The Office of Competition and Consumer Protection examines influencer activities in terms of labelling commercial content. Key for UOKiK are cases of covert advertising and practices that may mislead consumers - says Bartosz Klimczuk. - In recent years the president of the office has issued decisions on covert advertising. He has also issued recommendations on labelling advertising content in social media.

Advertising dietary supplements on influencer accounts in Poland is allowed under certain conditions. One of them is including information that the published content is advertising, just like with other product promotions. The sponsor must also be disclosed.

- This must be done so the consumer can see it, with adequate font size - emphasises Dr Anna Banaszewska. - For audio ads, it must be a recording spoken slowly enough. Not a tiny print or a rushed reading.

If the required information is missing, UOKiK can fine the influencer. UOKiK conducts inspections not only following reports of irregularities, but also on its own initiative.

- First they request an explanation, then decide based on gathered material whether there was a violation - explains Dr Banaszewska. - If so, they impose a fine and require corrective action.

Responsibility for illegal dietary supplement advertising, for example by attributing properties they do not have, may rest solely with the influencer if the sponsor is not disclosed or if they hide that it is an ad. If the sponsor’s details are made public, both influencer and sponsor share responsibility.

source: Newseria Bussines