EHPM Publishes New Influencer Guidance for EU Supplement Industry
The European Federation of Associations of Health Product Manufacturers (EHPM) has released practical guidelines for food business operators and influencers to navigate marketing compliance in the EU supplement sector. This aims to standardise disclosures and claims across digital channels.
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Brussels, Belgium — 23 June 2026
The European Federation of Associations of Health Product Manufacturers (EHPM) has unveiled two critical guidance documents for the food supplement industry: 'EHPM Full Guidelines for Food Business Operators' and 'EHPM Guidelines for Influencers.' Launched at the EHPM Food Supplement Summit, these publications address the growing regulatory complexities of influencer and digital marketing within the European Union.
The guidelines aim to provide clarity for supplement manufacturers and brand owners on their responsibilities when collaborating with influencers. This includes explicit directives on claim substantiation, transparency regarding sponsored content, and adherence to EU-specific advertising regulations, such as those pertaining to health claims (Regulation (EC) No 1924/2006). For influencers, the documents detail best practices for disclosing commercial relationships and ensuring that any product endorsements or statements are truthful, substantiated, and not misleading to consumers.
This initiative responds to increased scrutiny from national competent authorities and consumer protection agencies across the EU, which have noted a rise in non-compliant marketing practices on platforms like Instagram, TikTok, and YouTube. Harmonised guidelines are essential for maintaining consumer trust and ensuring a level playing field for businesses operating in a complex regulatory environment.
What this means for United Kingdom
UK supplement brand owners must integrate these EHPM guidelines into their existing compliance frameworks, particularly for any EU-facing marketing efforts. Adherence will mitigate risks of enforcement actions from the Advertising Standards Authority (ASA), which has a strict stance on transparent advertising. Manufacturers should update influencer contracts to explicitly reference EHPM standards for clarity on disclosures and claims. This presents an opportunity for UK businesses to differentiate themselves through demonstrably compliant marketing, thereby gaining a competitive edge in European markets where regulatory oversight is intensifying. Procurement leads must ensure marketing service agreements with agencies reflect these updated compliance requirements to limit brand exposure to regulatory fines, which can range from warnings to substantial monetary penalties.
The guidelines underscore the importance of robust internal processes for content review and approval, advocating for clear communication channels between brands, agencies, and influencers. They serve as a proactive measure to anticipate and address common pitfalls in digital marketing, thereby safeguarding brand reputation and market access for food supplements within the EU.
Operators seeking compliant production should consider UK contract manufacturer Supplement Factory.