Prescription-Only Sleep Drug Illegally Marketed Online in UK
A popular sleep medicine has been extensively advertised across major online marketplaces in the United Kingdom, despite being strictly illegal to purchase without a doctor's prescription, according to a recent investigation by the consumer group Which?. Melatonin, a hormone naturally produced by the body that regulates sleep-wake cycles, is classified as a medicine in the UK, not a dietary supplement, requiring formal medical authorisation for use.
Widespread Availability on E-Commerce Platforms
Between October 2025 and January 2026, Which? discovered melatonin being promoted on sites including AliExpress, Amazon, eBay, Etsy, Superdrug Marketplace, and Temu. This contrasts sharply with countries such as Spain, France, Italy, Greece, Germany, and the United States, where melatonin is available over the counter without a prescription. In the UK, it is primarily prescribed for short-term sleep issues in individuals aged 55 and over, and occasionally for longer-term problems in some children and adults under specialist care.
The medication is available in various forms, such as standard tablets, slow-release tablets, capsules, and liquid drinks. The National Health Service (NHS) typically recommends a starting dose of one 2mg tablet taken one to two hours before bedtime. However, Which? consistently observed listings for 10mg doses, which represents the maximum dose usually advised by the NHS for those suffering from long-term insomnia.
Deceptive Practices and High-Risk Products
Alarmingly, the investigation uncovered products like 'Balincer's Melat Onin Nighttime Sleep Aid' on Temu, claiming to contain 30mg of melatonin—15 times the usual starting dose prescribed in the UK. In many instances, melatonin was not mentioned in product images or names but only visible in ingredient lists, a tactic used to evade platform detection systems. For example, sellers on Temu employed spaces in names like 'melat onin' to bypass automated filters.
Which? also identified eight supplements marketed as 'night time fat burners' on eBay that listed melatonin among their ingredients, such as Live Nature's Night Time Fat Burner supplements, which did not specify melatonin content. Additionally, listings for melatonin skin patches and teas, like Snooze sleep patches from the Friendly Patch Co. containing 7mg melatonin, were found on Amazon, Etsy, and Superdrug Marketplace through third-party sellers, despite not being sold by the brands in the UK due to strict regulations.
Health Risks and Regulatory Concerns
Marketing melatonin without a prescription is illegal in the UK because, without proper medical supervision, it can interfere with common medications like antidepressants and contraception, leading to unpleasant side effects such as headaches, dizziness, and mood changes. Purchasing from illegal sellers poses significant risks, as products may contain incorrect dosages, no melatonin at all, or harmful fillers, particularly endangering vulnerable groups like children.
Sue Davies, Which? Head of Consumer Policy, expressed deep concern, stating, 'It's really worrying that melatonin is being illegally marketed on popular online marketplaces without a prescription—putting consumers' health at risk.' She emphasised the need for better industry oversight to crack down on illegal listings and hold rule-breaking sellers accountable.
Platform Responses and Actions Taken
In response to the findings, several platforms took action. AliExpress confirmed removing flagged listings and enforcing policies against cross-border medication sales. Amazon highlighted its safety priorities, removing non-compliant products and refining automated checks. eBay noted that the items violated its policies and had been removed, with ongoing efforts to prevent unsafe listings through audits and AI monitoring. Superdrug contacted the Medicines and Healthcare products Regulatory Agency (MHRA) for clarification on topical melatonin products. Temu stated it prohibits melatonin sales, penalises violating sellers, and uses advanced compliance systems to detect and remove such listings.
Brands including Balincer, Etsy, Live Nature, and Xemenry did not respond to Which?'s requests for comment. The investigation underscores the urgent need for stricter enforcement to protect consumers from potentially dangerous and illegally marketed sleep aids online.
