China Customs flags CBEC health product violations: biological efficacy, origin claims
China Customs has identified critical compliance failures in health products sold via cross-border e-commerce (CBEC), spotlighting misrepresentation of bio-activity and country of origin. This directly impacts brand owners leveraging CBEC channels to access the lucrative Chinese market.
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Shanghai, China — 20 July 2026
China Customs has issued a stern warning to the health product sector, highlighting significant compliance breaches within the burgeoning cross-border e-commerce (CBEC) market. At the recent China International Health Products Expo, held from 15 to 17 June in Shanghai, Fei-Fei Geng, a spokesperson for the National Risk Assessment Center under China Customs, detailed three archetypal violations discovered through routine risk monitoring.
The first violation type concerns products marketed with specific biological activity claims that, upon inspection, demonstrate a complete absence of the declared active ingredients. This directly challenges product efficacy and consumer trust. Secondly, Customs is targeting products manufactured within China but falsely labelled as originating from overseas jurisdictions. This misrepresentation exploits consumer perceptions of quality and provenance, particularly relevant in a market where imported supplements often command higher prices and perceived credibility.
These enforcement actions underscore a strategic shift by Chinese authorities to tighten oversight on CBEC channels, previously seen as a more lenient route for market entry. The emphasis on both product integrity and transparent origin labelling indicates a maturing regulatory environment. This heightened scrutiny protects domestic manufacturers and ensures fair competition, moving beyond mere tariff collection to genuine consumer protection and market standardisation.
What this means for China
Chinese health product brand owners and overseas companies exporting via CBEC must immediately audit their product portfolios. Reformulation or relabelling may be necessary to ensure biological efficacy claims are substantiated and origin declarations are accurate. Manufacturers will face increased costs for third-party testing to verify active ingredient presence, adding to operational overheads. Non-compliance could lead to product confiscation, market ban, and significant reputational damage. This regulatory tightening presents an opportunity for compliant domestic brands to gain market share by differentiating themselves through transparency and adherence to standards, while international brands must navigate these complexities to maintain market access.
The violations were not isolated incidents but were presented as typical cases, suggesting a systemic issue that China Customs is actively addressing. Brand owners importing into China via CBEC must now prioritise rigorous product testing and meticulous supply chain documentation to mitigate exposure to these identified risks. This initiative reflects a broader trend of regulatory maturation aimed at safeguarding the integrity of the health products market and enhancing consumer confidence.
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