Hungary’s competition watchdog has launched a new investigation into the marketing and sale of dietary supplements, signaling increased scrutiny of health-related claims in the sector. The Hungarian Competition Authority has opened proceedings against iHerb Netherlands BV and its parent iHerb LLC over concerns that their advertising may mislead consumers and breach regulatory standards.
At the heart of the case are allegations that the companies used unauthorized health and medicinal claims to promote certain food products and supplements. According to the authority, statements suggesting benefits such as supporting heart and brain health or relieving pain may not comply with strict rules governing what can be communicated in this category. Even more seriously, some messages appear to attribute disease prevention or treatment properties to products that are legally classified as dietary supplements, not medicines.
The GVH is also examining whether the companies created a misleading impression that their products could be legally marketed in Hungary without fulfilling mandatory notification requirements. Certain supplements, the authority notes, may not have been properly reported to the relevant public health body, raising questions about compliance beyond advertising alone.
Another dimension of the investigation concerns how these communications were developed and disseminated. The regulator has indicated that the companies’ processes may fall short of professional diligence standards, citing potential reliance on unverified translations and insufficient legal oversight in crafting marketing messages. This could increase the risk of inaccurate or non-compliant claims reaching consumers.
The proceedings, however, remain at an early stage. The initiation of the case does not imply wrongdoing, but rather aims to establish the facts and assess whether any infringements have occurred. The initial review period is set at three months, with the possibility of extensions if needed.
With this case, Hungarian authorities are sending a clear message: in a market built on trust and health promises, accuracy and compliance are not optional.
