The consumer watchdog Which? has issued a significant alert concerning weight-loss supplements being sold online with what it describes as "outlandish claims" comparing them to prescription fat jab medications. The investigation uncovered widespread issues across major retail platforms including Amazon and eBay, where businesses are allegedly flouting regulations designed to protect consumers.
Unsubstantiated Health Claims Under Scrutiny
According to the findings, numerous online retailers are making specific health assertions about their products without the required scientific evidence to support them. Under current legislation, companies are prohibited from making health claims about any item unless they can provide robust evidence to substantiate their statements. The Department of Health and Social Care maintains an official health claims register that clearly outlines what businesses can and cannot claim regarding individual health benefits.
Specific Product Examples Highlighted
The investigation identified several concerning examples, including a supplement named Extreme Burn by Formula Max 5 sold via eBay. This product claimed that raspberry fruit extract "assists the body to burn fat at a higher rate" and that green coffee bean "decreases the absorption of carbohydrates." However, the official health claims register has dismissed all weight loss assertions related to raspberry extract due to insufficient compelling evidence. Similarly, claims about green bean extract reducing sugar absorption from the digestive tract have been formally rejected by authorities.
Retailer Categorisation Concerns
Which? also raised issues with how major health retailers categorise their products online. Both Holland & Barrett and Superdrug were found to have website sections labelled "fat burners" and "appetite suppressants" that contained items making no actual weight loss claims. For instance, Holland & Barrett's Acai Berry tablets appeared in the "fat burner" category despite neither the product page nor packaging making any such assertions. Similarly, Superdrug's "appetite suppressant" section featured a cinnamon supplement that made no claims about suppressing appetite.
Further Questionable Product Claims
The investigation uncovered additional concerning products, including "Gone Appetit" from Internal Youth sold on Amazon, which suggested users would lose centimetres from their waistline within four weeks and become "mentally free from food obsession" within eight weeks. Another product, Phentramine 375 by Pharmaslim on eBay, asked consumers: "Why use prescription weight loss pills when you can get non-prescription weight loss pills that have no negative side effects but are just as effective?"
Regulatory Response and Industry Reaction
Following Which?'s intervention, more than fifty "misleading" weight loss supplement listings have been removed from various platforms. Sue Davies, Which?'s head of consumer policy, emphasised that "better oversight of the industry is desperately needed so the Government and regulators can crack down on these misleading listings and ensure that any sellers who break the rules are properly held to account."
A Government spokesperson reiterated that "any claims about the health benefits or nutritional value of supplements need to be backed by science and officially approved by authorities," adding that companies violating these rules may face enforcement action from local authorities.
Platform and Retailer Statements
Amazon stated that it "requires all products offered in our store to comply with applicable laws, regulations and Amazon policies." The Advertising Standards Authority confirmed that "ads can't claim or imply that a food supplement can provide effects associated with prescription-only weight loss medicines." eBay reported having "reviewed the listings identified by Which? and have removed all items that are against eBay policy."
Holland & Barrett responded that it "regularly carries out detailed reviews led by our science and regulatory teams to ensure this is consistent and helpful." Superdrug stated that "upon being made aware of Which?'s findings, we have paused all retailing of the highlighted product."
