Supplement Ad Compliance: Writing Claims That Convert Without Getting Flagged

Know the difference between structure/function and disease claims

In the US, supplements can generally make structure/function claims (for example, “supports healthy digestion”) with the required disclaimer, but not claims to diagnose, treat, cure, or prevent a disease. Creators often drift into disease language on camera, so put approved and banned phrases right in the brief.

Platform rules are stricter than you think

Meta and TikTok tend to reject or limit ads that:

• Imply something negative about the viewer (“Are you bloated?”)
• Show dramatic before-and-after body comparisons
• Promise specific results or timelines
• Use exaggerated medical or weight-loss language

Sell the experience, not the cure

Angles that perform well and stay safe: routine and ritual, taste and texture, ingredient transparency, founder story, social proof, and how the product fits into someone's day. Viewers fill in the benefit themselves.

Testimonials still need care

A customer saying it on camera doesn't make a claim compliant. Testimonials should reflect typical experiences and avoid the same disease language you'd avoid in your own copy.

Build compliance into the workflow

Have a living claims doc, review scripts before shooting, and review edits before launch. It's much cheaper to fix a line in a brief than to reshoot after a rejection.