Social media rife with misleading supplement marketing, researchers find

Coordinated by the European Food Information Council (EUFIC), the Infoodmation project analyzed more than 540,000 social media posts, including around 24,000 about food

In total, more than 1,000 potentially misleading food communications by influencers were identified. Supplements were the most frequently identified theme, appearing in 474 posts, followed by weight loss (appearing in 256 posts), superfoods (242) and detox (76)

Beyond influencers, the project also analyzed misinformation – defined as ‘unintentional sharing of false content’ – in communications from governments, the private sector, civil society, mainstream media and food packaging

The food industry was found to be the number one f the collection. Recurring techniques used by the industry include using a health or nutrition claim without providing nutritional data alongside the claim, displaying suspicious awards and certifications, and sharing advertorials disguised as news

These findings have led the coordinators of the Infoodmation project to call for a raft of measures to tackle misinformation in food communications online

“We believe that, among other things, the industry should go beyond mere regulatory compliance and embrace responsible practices rather than exploiting legal loopholes or undefined terms like ‘natural’,” said Betty Chang, Infoodmation project coordinator. “[Industry should also] provide full nutritional context and ensure greater transparency regarding sponsorships and seals.”

Funded by Horizon Europe, the Infoodmation project was launched in 2025 to examine how food misinformation is created, spread and consumed across social media and other communication channels. The project aims to identify ways to mitigate its impact and develop practical recommendations to help stakeholders tackle misinformation and implement best practices

Preliminary results of the three-year project were presented at a recent workshop hosted by EUFIC and Fundación Maldita.es, a Spanish non-profit foundation and media outlet

While the full report is yet to be published, and the project is ongoing, Chang said supplement categories which commonly cropped up in influencer posts making misleading claims included sports nutrition and fitness products (such as protein shakes, electrolytes and pre-workouts) and weight loss products such as slimming drinks and products marketed as “calorie blockers”

Misinformation was also common in posts promoting specific diets, vitamins, and aesthetic, wellness, and anti-aging supplements

“Some examples of claims involve a melon diet that ‘loses 5kg in two weeks’ and a supplement that ‘blocks 40% of the calories from carbohydrates’,” Chang said. “Influencer content also often exaggerated the health benefits of specific branded, promoted supplements, while also omitting important information/context such as collagen improving hair, protein shakes to increase fitness and electrolytes to make water extra hydrating.”

Short videos, known as reels, were the leading presented through suggestion, exaggeration or missing context, rather than an outright false statement

Social media posts created by the food industry used different tactics. Posts containing misinformation often used visual markers of legitimacy such as a sustainability symbol or organic certification, but in the absence of verifiable information

Some brands also used gold seals, medal icons, ‘premium quality’ stickers and award logos, but did not identify the awarding body. Chang said this practice implies third-party authority: someone else has confirmed the product’s quality, even when that supposed authority is neither identifiable nor independent

Finally, the industry was found to use advertorials disguised as news to promote products. Sponsored content labels, which are required by law, were found to be small and visually subordinate, making it difficult for readers to distinguish this content from regular journalism

The wider collection of food communication examples revealed another recurring pattern: messages suggested that ‘natural’ means better, that ‘superfoods’ offer exceptional benefits, or that local and traditional foods are inherently superior. Messages about local or traditional foods appeared more frequently on packaging and at physical points of sale

Infoodmation highlighted that children and young people are particularly vulnerable to misinformation as persuasive messages can make emotional appeals and social belonging especially influential

People living with chronic health conditions may also be more susceptible to unsupported promises of dietary solutions when seeking relief or treatment. The workshop additionally highlighted the vulnerability of people with fewer socioeconomic re

To combat the spread of food misinformation online, the Infoodmation project will outline a clear set of recommendations for stakeholders when the project ends in 2027

Chang said these measures are likely to include recommendations for specific regulatory changes at EU level, and guidance on how to better enforce existing frameworks

“EU law already prohibits undisclosed advertising, but enforcement remains uneven, especially across borders and for products heavily promoted online, such as food supplements,” Chang said. “In our view, targeted EU-level changes are needed alongside stronger enforcement: a common definition of influencers or influencer marketing, and harmonized rules on the wording and visibility of paid-partnership disclosures. Obligations should be proportionate to an influencer’s reach and impact, with clearer responsibilities for brands, platforms and other intermediaries.”

Source: www.nutraingredients.com