Writing in Naunyn-Schmiedeberg’s Archive of Pharmacology, researchers from Germany analyzed the dosages of vitamins and minerals in supplements advertised by influencers on popular social media site Instagram and compared them to safe daily intake recommendations.
Findings indicated that as many as two-thirds of the intensively advertised vitamin and mineral supplements exceeded the recommended maximum daily amounts, without the influencers pointing out the potential negative effects of excessive doses.
“Influencers on Instagram disinform rather than inform consumers on dietary supplements, opening the door for intoxications,” the researchers wrote. “Therefore legal action is required to prevent disinformation by influencers on social media.”
Katia Merten-Lentz, partner at Food Law Science & Partners, told NutraIngredients that there is a perfect storm brewing between influencers and brands, as influencers are likely to prioritize their own interests, while some Food Business Operators (FBOs) may be exploiting the less regulated social media framework to spread unauthorized messages for commercial gain.
“Regulators need to raise awareness among brands and influencers that regulated products remain subject to the same rules to minimize the spread of disinformation on social media,” she said.
Use of dietary supplements in Germany
Research shows that one in three people in Germany take supplements at least weekly, and three out of four have used them in the past year.
The most commonly used supplements include vitamin D, B12, C and multivitamins, and in 2022, Germans spent three billion euros on supplements in pharmacies.
As supplements are regulated as food, not medicine, manufacturers are responsible for ingredient safety and dosage. While recommendations for ingredient amounts exist, they are not legally binding, which can pose a risk of overdosing.
Instagram has over two billion monthly users, with 33.8 million Germans reported to be using it in mid-2024. Its popularity among younger generations can influence the health information they receive, including the promotion of dietary supplements.
As influencers often gain followers’ trust through personal content, users will commonly follow their supplement advice.
Yet despite the growing supplement market, many people are not well-informed about health risks.
Health risks in supplements promoted by German Instagram influencers
The researchers on the new study collected data from Instagram posts by German influencers with over 10,000 followers, focusing on posts made between 2021 and 2023. They excluded brand/manufacturer pages, videos and reels.
They found posts using hashtags like #nahrungsergänzungsmittel (dietary supplement), #nahrungsergänzung (nutritional supplement) and “influencer”. They then cross-checked the manufacturer details of the dietary supplements mentioned on the official websites.
The final sample included 105 dietary supplements from 78 posts by 61 influencers, and key analysis parameters included product name, country of manufacture, active ingredients, dosage form, dosages, overdose warnings, information on adverse reactions, discount codes and influencer claims of efficacy.
Results showed that several dietary supplements exceeded the tolerable upper intake levels (UL) set by the European Food Safety Authority (EFSA), posing potential health risks.
For example, with vitamin A, one in 24 products exceeded the UL of 3,000 µg/day by 21%, and one of 29 vitamin D preparations exceeded the UL of 100 µg/day by 25%. Furthermore, five magnesium preparations surpassed the UL of 250 mg/day, with the highest exceeding by 61%, and some zinc dosages reached the UL of 25 mg/day.
The risks of excessive intake of some of these can lead to detrimental effects such as visual impairment, intracranial bleeding, hypercalcaemia, reduced bone density and gastrointestinal distress.
Results also showed that manufacturers and influencers provided limited information about adverse effects, drug interactions and contraindications in dietary supplement advertisements.
Manufacturers disclosed possible adverse effects for only 21% of products, while influencers did so for just 2%.
“Overall, influencers almost entirely neglected such health information, focusing instead on personal branding,” the researchers wrote.
They noted that influencers, despite their wide reach and responsibility, prioritize marketing tactics like discount codes and exaggerated claims over educating followers about potential risks.
Stricter regulations needed for influencer content
As Merten-Lentz of Food Law Science & Partners explained, the development of the internet has changed marketing and, more generally, commercial communication, given that social media influencers, bloggers and content creators now play a huge role in a brands’ marketing efforts.
However, regulation confirms that the same rules apply across all commercial mediums: Any message prohibited or allowed in physical form is equally prohibited or allowed online.
“In the minds of regulators, it is a fully recognized commercial communication channel,” she said.
In some countries, laws have been adopted to define limits on the information provided by influencers, including the imposition of heavier fines for the sharing of misinformation.
Recent legislation in France, passed in June 2023, aims to protect consumers from misleading promotions and impose stricter oversight and penalties though regulating social media influencers. Now, violations can result in penalties of up to two years in prison and fines of €300,000.
So why does social media seem to be the home to such a high proportion of misinformation?
Despite no legal differentiation, social media is generally less regulated than street advertisements, packaging or TV commercials, said Merten-Lentz.
This is partly because it is less scrutinized by control authorities as users must follow the account and know what to look for, and the messages can be temporary, like Instagram “stories,” making it difficult to track and assess legal compliance.
“It is obvious that influencers on social networks have reshaped traditional commercial communication,” she said.
“They are supposed to comply with all the rules and as such to theoretically provide transparency and accurate information, however many take an overly flexible approach to their role.
“This can harm both the target audience—typically if wrong dosage is recommended—but food business operators as well.”
Journal: Naunyn-Schmiedeberg’s Arch Pharmacol (2024). doi: 10.1007/s00210-024-03616-4. “Disinformation on dietary supplements by German influencers on Instagram”. Authors: Ricke, JN., Seifert, R.