In a significant move in the online medicine market, more than 50 misleading weight-loss supplements online have been removed from major platforms.
This occurred after an investigation by the UK consumer watchdog Which? exposed a wave of dubious and supposed weight-loss supplements sold online, being marketed with unproven claims.
The findings raise fresh concerns about consumer protection, online marketplace regulation, and how products are advertised in the booming global healthcare and weight-loss market.
How Consumer Watchdog Found Misleading Claims
Researchers from “Which?”, a UK-based consumer rights organization, reviewed listings on popular online marketplaces and medical retailers, including Amazon, eBay, and well-known high-street stores.
They found products making exaggerated weight loss claims, such as rapid fat burning, targeted body fat loss, and results comparable to prescription treatments. These claims often lacked reliable scientific backing or official approval.
Examples highlighted in the report included:
- A “keto fat burner” on Temu claims, “lose your belly fat fast while you shred your stomach.”
- An Amazon listing for “Gone Appetit” suggests “waistline reduction within weeks”.
- An eBay product implying non-prescription pills were as effective as prescription weight-loss drugs.
These sorts of misleading weight-loss supplements online blur the line between legitimate dietary products and unverified health promises, leaving shoppers vulnerable. Such claims are not permitted under current advertising and health claim rules.
How Online Platforms Reacted To Fake Claim Exposure
Following the watchdog’s exposure, more than 50 products were pulled from sale across platforms. Representatives from major companies confirmed action had been taken:
- Amazon stated it removed listings that violated its policies and regulatory standards.
- eBay confirmed the removal of items that did not comply with platform rules focused on safety and accurate description.
- Temu indicated it had taken down problematic listings and was working with sellers to correct descriptions.
- Superdrug said it paused retailing of flagged products and was reviewing content for compliance.
- Holland & Barrett re-categorised some products after review and said it was improving navigation to prevent misleading interpretation.
“Consumer safety is a top priority for eBay. We have reviewed the listings identified by Which? and have removed all items that are against eBay policy,” responded an eBay Spokesperson.
These responses show that once supposed weight-loss supplement claims were placed under scrutiny, platforms can move quickly to address them. However, experts warn that this may be just the beginning of an ongoing challenge in the healthcare market for regulators.
Why The Misleading Claims Matter In the Health Market
In the UK, any health claims made about supplements must be backed by scientific evidence and appear on the government-maintained health claims register.
The Department of Health and Social Care (DHSC) specifies what businesses can and cannot claim about what ingredients do for health and weight management.
Additionally, the UK’s Advertising Standards Authority (ASA) prohibits advertisements from making unauthorised health, medical, or weight loss claims, especially those implying effects similar to prescription-only treatments. This includes claims about how much weight someone might lose or how quickly it will happen.
Which? also noted that products should not imply effects comparable to prescription weight-loss jabs, such as GLP-1 drugs. Claims drawing such comparisons without evidence are misleading and violate advertising standards.
What The Consumers and Customers Need To Know
The removal of these products has several implications:
The General Public
- Be cautious when purchasing weight-loss supplements online that make bold promises.
- Look for clear scientific backing and approval on health claim registers before trusting marketing language.
- Understand that “natural” does not automatically mean effective or safe.
Healthcare Professionals
- This trend signals a need to educate patients on evidence-based weight management options.
- Professionals should advise patients to discuss supplements or weight-loss products before use, especially those with health conditions or taking other medicines.
Need For Stronger Rules & Better Consumer Awareness
As global e-commerce continues to evolve, Stronger enforcement mechanisms may be required to keep pace. Consumers and healthcare professionals alike should stay informed, practise due diligence, and prioritise evidence-based products over eye-catching claims.
Experts, including Sue Davies from Which?, emphasise the need for stronger oversight and enforcement so sellers who repeatedly flout the rules face consequences. This is essential to build trust and safeguard public health.
In a market increasingly crowded with hype and hopeful promises, understanding how to spot misleading weight-loss supplements online is now a crucial skill for consumers, clinicians, and policymakers alike.
