Multivitamin Brands Accused of Misleading Consumers on Vitamin D Levels
Health experts have issued a stark warning that numerous multivitamin brands available in Britain may be providing shoppers with a false sense of security regarding their Vitamin D intake. A comprehensive analysis conducted by the Daily Mail has uncovered that dozens of supplements sold across the country contain significantly lower levels of Vitamin D than the amounts currently recommended for adults. Alarmingly, many of these products feature labels that suggest they deliver '100 per cent' of daily requirements, despite falling short of official guidelines.
Outdated Labelling Laws Create Confusion
The National Health Service advises that adults and children over the age of four should consider taking a daily 10 microgram (mcg) Vitamin D supplement during the autumn and winter months, when exposure to sunlight is limited. Vitamin D, often referred to as the 'sunshine vitamin', is naturally produced in the skin through sunlight exposure and can also be found in foods such as oily fish, eggs, and fortified cereals. It plays a crucial role in regulating calcium and phosphate levels, which are essential for maintaining healthy bones, teeth, and muscles.
However, supplement labels in the UK continue to be based on an outdated European nutrient reference value (NRV) of 5mcg, a figure established decades ago that is now only half of the current UK recommended intake. This regulatory loophole means that products containing just 5mcg can legally be marketed as providing '100 per cent' of the daily Vitamin D requirement, even though they deliver merely 50 per cent of the government's guidance.
Dietitian Highlights Risks of Consumer Confusion
Dietitian Dr Carrie Ruxton, from the Health & Food Supplements Information Service (HSIS), has emphasised the risks posed by this mismatch. 'We've got this really strange anomaly in labelling law where the NRV comes from older European regulations and doesn't match current UK recommendations,' she stated. 'People may discover they are low in vitamin D, buy a supplement and see that it contains 100 per cent of their intake and assume that's enough. In reality, 5mcg is only half of what the UK government recommends. The NRV for Vitamin D is out of date and needs to double.'
The Daily Mail's review of popular multivitamin brands from high street pharmacies revealed that most labels still utilise the older NRV system. Many of the lowest-dose products are gummy supplements, and the recommended number of capsules or gummies per serving varies widely, adding further complexity for consumers.
Specific Products Under Scrutiny
For instance, Nutriburst Health and Vitality Vitamin Gummies contain only 1.5mcg of Vitamin D per serving of two gummies, equivalent to just 15 per cent of the UK recommendation. The nutritional information on the Boots website indicates that these supplements provide 30 per cent of the NRV. Meanwhile, Boots Multivitamin Gummies offer 5mcg per serving, and two products by Health & Her contain 2.5mcg per serving.
On the packaging of Boots Multivitamin Gummies, it is stated that each gummy contains 5mcg of Vitamin D3 and '100 per cent' of the NRV. For the Health & Her products, the nutritional label notes that two tablets 'typically provide' 2.5mcg of Vitamin D3, which is 50 per cent of the NRV. Even when products do contain higher amounts, serving sizes differ significantly, requiring consumers to meticulously check instructions to understand their actual intake.
Regulatory Framework and Safety Concerns
Food supplements sold in England are regulated under the Food Supplements (England) Regulations 2003, which mandate clear labelling as 'food supplements'. Labels must include essential information such as ingredients, recommended daily intake, and the business responsible. Required safety warnings include not exceeding the recommended dose, keeping products out of reach of children, and not using supplements as a substitute for a balanced diet.
There are strict limits on health claims; supplements cannot be marketed as preventing, treating, or curing diseases. Unlike medicines, there is no single set of fixed legal maximum levels for vitamins and minerals in supplements across the UK. Safety is assessed through scientific guidance, with regulators empowered to take action if risks arise. Following Brexit, these rules have been retained in UK domestic law, with responsibility now resting with UK authorities rather than EU institutions.
Brand Responses to Investigation
When confronted with the findings, brands provided varied responses. Tarun Kapoor, Chief Operating Officer of Nutriburst, explained: 'Our Health & Vitality Multivitamin Gummies do not claim to provide a full daily dose of Vitamin D. The amount, and its percentage of the Nutrient Reference Value (NRV), is clearly displayed on packaging and online. The gummies were formulated as a balanced multivitamin rather than to deliver 100 per cent of any single nutrient. This product is being discontinued and replaced with updated Men's and Women's formulations that contain higher Vitamin D levels (10 µg per serving) and an optimised nutrient profile. We remain committed to clear labelling and continuous product improvement.'
Dr Robin Andrews of Health & Her stated: 'Our multivitamins for women using hormonal contraception or hormone replacement therapy (HRT) were formulated based on evidence of how exogenous hormones affect nutrient metabolism. Studies show women on oral contraceptives or HRT often have higher circulating 25–hydroxyvitamin D levels than non–users. We have taken a conservative approach to Vitamin D inclusion to avoid exceeding recommended thresholds.'
Mondelez International, representing Bassetts, commented: 'Bassetts Multivitamins comply with all regulatory requirements. We are increasing Vitamin D across our adult range, having already raised it to 10 µg per serving in children's vitamins. For those seeking vitamin D specifically, we offer products with 25 µg, 15 µg, and 10 µg per serving, depending on the range.' Boots, Centrum, and Seven Seas were approached for comment but did not respond.
Potential Health Implications
Excessive Vitamin D intake can, in rare cases, lead to toxicity, resulting in high calcium levels, kidney problems, nausea, weakness, and confusion. However, such risks are typically associated with high-dose supplements rather than diet or sunlight exposure. In practice, many popular multivitamins provide only half, or even less, of the Vitamin D adults are advised to take daily in the UK, despite claims of delivering up to 100 per cent of the daily requirement.
This situation underscores the need for consumers to remain vigilant and consult healthcare professionals when selecting supplements, ensuring they meet their nutritional needs based on current guidelines rather than outdated labelling standards.
