Global Regulators Intensify Scrutiny on Supplement Naming, Safety, and Emerging Technologies

The global supplement industry is navigating an evolving regulatory landscape, characterised by heightened scrutiny from authorities regarding product safety, accurate labelling, and appropriate claims. Recent actions and guidance from bodies such as Australia's Therapeutic Goods Administration (TGA) and increased attention from US regulators underscore this trend, impacting both established ingredient categories and emerging digital health technologies. ## Naming Restrictions for NMN and NAD+ Compounds in Australia Australia's TGA has issued guidance, effective 12 August 2026, which restricts the use of specific terms in the names and labelling of complementary medicines. The guidance explicitly states that terms such as 'NMN' (nicotinamide mononucleotide), 'NAD+' (nicotinamide adenine dinucleotide), 'NAD', and 'NADH' are not permitted in product names for complementary medicines. This regulatory measure impacts how manufacturers can represent products containing these ingredients, necessitating a review of current branding and labelling strategies to ensure compliance within the Australian market. The TGA's stance suggests these terms are considered inappropriate for product naming, potentially due to concerns regarding implied therapeutic claims or consumer understanding. ## Expanding Regulatory Focus on Digital Health and Wearables Beyond traditional supplement formulations, regulatory attention is expanding to encompass new product categories. In the United States, the Food and Drug Administration (FDA) and the Consumer Product Safety Commission (CPSC) are reportedly increasing their focus on product safety and compliance for dietary supplement companies venturing into wearables and connected wellness products. This indicates a recognition by regulators that the distinction between supplements and digital health technologies is becoming less defined, introducing new challenges for ensuring consumer safety and product efficacy. Industry commentary suggests that the integration of artificial intelligence (AI)-enabled oversight is becoming a new consideration for supplement brands operating in the digital health sector, highlighting the complexity of compliance in this evolving area. ## Implications for Industry and Consumer Trust These regulatory developments reflect a broader trend of increased consumer scrutiny regarding supplement labels and ingredient panels. Consumers are reportedly more informed and discerning, influencing purchasing decisions based on transparency and perceived safety. For manufacturers, formulators, and brand owners, staying abreast of these changes is paramount to ensuring market access and maintaining consumer trust. The emphasis on clear, compliant labelling, particularly for popular ingredients, and the proactive consideration of regulatory frameworks for emerging technologies, will be crucial for sustainable growth in the global supplement market. Companies are advised to review their product portfolios and marketing materials in light of these intensified regulatory efforts.