EHPM Summit Highlights Key EU Regulatory Shifts for Supplement Industry

Brussels, Belgium — July 2026

The European Federation of Associations of Health Product Manufacturers (EHPM) recently convened its first Food Supplement Summit in Brussels, assembling EU Commission representatives, academics, and industry leaders. The core agenda focused on the future of food supplements within the evolving European regulatory framework, emphasising science, regulation, and innovation. EHPM President Nicolas Cappelaere initiated proceedings by stressing the need for robust dialogue between policymakers and the industry to foster proportionate, evidence-based legislation.

A significant discussion point was cardiovascular prevention, underpinned by Professor Arrigo Cicero and Dr Federica Fogacci's paper from the University of Bologna, 'Protecting Citizens, Enabling Prevention: A Framework for Responsible Dietary Supplement Use in Europe'. This research explored the role of well-studied food supplements in preventive health strategies. Panellists, including Dr Klaus Berend from the European Commission (DG SANTE), debated how scientific rigour and proportionate regulation could bolster Europe's prevention efforts while fostering a competitive supplement sector.

The Summit also unveiled EHPM's new Influencer Marketing Guidelines, presented by Saskia Geurts. These guidelines aim to instil transparency and responsibility in communication between food business operators and influencers across the EU. Insights from specialist Beckii Flint highlighted the importance of authenticity and scientific credibility to build consumer trust in digital marketing environments.

Sustainability was a further critical theme. Valerie Vercammen presented EHPM's Position Paper on the Packaging and Packaging Waste Regulation (PPWR). This outlined the practical implications for the food supplement sector, advocating for environmental objectives to be implemented without disproportionate burden on businesses, directly impacting future packaging material and design choices.

Regulatory dossiers received intense scrutiny. Livia Menichetti, EHPM Director General, detailed preliminary findings from the Deloitte impact assessment on introducing EU maximum levels for vitamins and minerals. Alexandra Nikolakopoulou (European Commission) provided updates on Article 8 procedures and ongoing discussions regarding these maximum levels. Furthermore, Frans Verstraete offered a comprehensive overview of contaminant dossiers, including pyrrolizidine alkaloids (PAs) and mineral oil hydrocarbons (MOSH/MOAH), indicating future regulatory priorities.

Innovation concluded the discussions, with Ivona Babic (European Commission, DG SANTE) outlining developments concerning the Novel Foods Regulation and Article 4 consultations. Magdalini Selanikli updated attendees on EHPM's draft position paper and the working group's efforts on novel foods, signalling potential new pathways for ingredient approval.

What this means for United Kingdom

UK supplement brand owners and manufacturers, while outside direct EU jurisdiction post-Brexit, cannot ignore these developments. Harmonisation pressures and export requirements to the EU mean UK firms must monitor upcoming EU maximum levels for vitamins/minerals, which could influence future UK FSA guidance and necessitate product reformulation for EU markets. The new EHPM Influencer Marketing Guidelines will set a de facto best practice, potentially influencing ASA rulings on UK advertising standards. Furthermore, EU PPWR changes could drive raw material component shifts impacting global supply chains, affecting packaging availability and costs for all operators, including those solely targeting the UK market. Staying abreast of these shifts is crucial for maintaining market access and competitive positioning.

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