The supplement market has never been more saturated, with products promising benefits from improved gut health to better sleep. However, the industry remains largely unregulated, making it difficult for consumers to distinguish quality products from scams. Dr Amos Ogunkoya, a GP and spokesperson for SafeSupp, warns that 39 per cent of people in the UK—rising to 60 per cent among those aged 25-34—turn to influencers and online sources for supplement advice, where misleading claims and unverified promotions are common.
Despite the risks, quality supplements can have significant health benefits when taken correctly. For example, magnesium gained popularity after a study showed women were more likely to be deficient, while vitamin D supplements are recommended in the UK due to limited sunlight. Fish oils have also been advised for brain health, particularly for those not consuming enough oily fish.
To choose effective supplements, experts recommend looking for third-party testing, which ensures independent verification of a product's claims. Dr Ogunkoya advises checking for certificates of analysis and avoiding 'proprietary blends,' a marketing trick that allows brands to hide ingredient dosages. Ashley English, a nutrition expert at HTC Health, adds that Good Manufacturing Practices (GMP) certification is a key indicator of quality, but warns that brands can present misleading information until regulated by Trading Standards.
Other red flags include supplements that contain bulking agents or cheap fillers, as well as products promoted by influencers without declared sponsorships. Consumers should prioritise transparency in ingredient lists and dosages, and rely on evidence-based advice rather than social media trends.
