The FTC has made one thing crystal clear: if you’re selling supplements online, you’re on their radar. Especially if you’re using direct response tactics — bold claims, aggressive VSLs, and affiliate traffic.
Non-compliance doesn’t just mean getting banned from a platform. It means lawsuits, fines, and brand destruction.
Here’s a no-BS checklist every supplement brand should follow in 2025 to stay compliant and scalable.
1. Don’t Make Disease Claims
If you’re claiming your supplement treats, cures, or prevents a disease — you’re in violation.
Red flags:
- “Lowers blood pressure”
- “Cures anxiety or depression”
- “Prevents heart attacks”
✅ Say instead: “Supports healthy blood pressure” or “Promotes calm and focus.”
2. Substantiate All Claims With Real Evidence
FTC rules require competent and reliable scientific evidence. That means:
- Peer-reviewed studies
- Clinical trials on your ingredient or formula
- Not anecdotal testimonials or vague references
If you say “clinically proven,” you better have the data ready.
3. Watch Your Testimonials and Before/After Claims
Even if a customer said it — you can’t use it if it’s unsubstantiated or misleading.
✅ Make sure testimonials:
- Reflect typical results (or say they don’t)
- Don’t promise disease reversal
- Match the product’s intended benefits
Also: never use fake actors or staged before/afters.
4. Include All Required Disclaimers
At a minimum, your funnel should include:
- “These statements have not been evaluated by the FDA…”
- Results disclaimer (“Results may vary.”)
- Affiliate disclaimer (if traffic is driven by partners)
These must be clearly visible, not hidden in a 6pt footer.
5. Monitor Your Affiliates
You are liable for everything your affiliates say about your product. That includes:
- Email subject lines
- VSL scripts
- Landing page claims
✅ Create clear affiliate terms. Require approval of creatives. Monitor traffic sources actively.
6. Be Honest About Auto-Ship, Rebills, and Terms
Sneaky rebills = class action lawsuits.
Make sure:
- Trial terms are crystal clear
- Billing details are shown before the customer enters payment
- Cancellation/refund process is easy to find and use
7. Use Real Contact Information
Yes, even if you’re a direct response brand.
Include:
- A real business name
- Customer support email and/or phone number
- Physical address (P.O. box is acceptable if tied to business)
This builds trust — and keeps you in FTC good graces.
Final Word: Play Smart, Scale Safe
Compliance isn’t sexy — but it protects your brand from being wiped out overnight.
Follow these rules, document your claims, and build your funnel like the FTC is watching — because they are.
At Buy Naturals, we help brands launch and scale offers with built-in compliance support so you can grow confidently (and legally).
