How to Spot a Supplement Scam: Fake Reviews and "Doctor-Approved" Claims
No affiliate links. Every rule and red flag below comes from consumer regulators in the US, UK, Canada, Australia and New Zealand.
Glowing reviews, a smiling “doctor,” and the words “clinically proven” are the standard kit for selling health products online. Some of it is genuine. A lot of it isn’t, and regulators in all five countries have rules against the fake kind. Here’s how to tell the difference.
Red flags regulators warn about
The FTC’s list of health scam warning signs includes:
- claims that “one product cures lots of different diseases”;
- promises of “miraculous results”;
- pressure to “act now”;
- “fake endorsements from patients or doctors”;
- “phony, scientific-sounding terms.”
On “clinically proven,” the FTC’s warning is plain: “Just because a seller says their products are scientifically proven to work doesn’t mean they’re safe or effective.”
What the rules say
| Country | Reviews and testimonials | Health claims |
|---|---|---|
| United States | The FTC’s rule banning fake reviews and testimonials took effect in October 2024. | “Federal law says sellers that market cures must have scientific evidence to back up their claims.” |
| United Kingdom | Since April 2025, posting or commissioning fake reviews has been a banned practice under the Digital Markets, Competition and Consumers Act. The CMA can fine companies up to 10% of global turnover for breaking consumer law. | “Only authorised claims in the Great Britain NHC register may be used in Great Britain.” |
| Canada | The Competition Bureau warns that “anyone who writes or permits writing reviews that give a false or misleading impression to consumers could be liable under the Competition Act.” That includes employees who post reviews without saying where they work. | Licensed natural health products have approved uses listed in Health Canada’s database, so you can compare the ad with the licence. |
| Australia | The TGA publishes rules on testimonials and endorsements in ads for health products. | Listed (AUST L) medicines “can only use low-risk ingredients and low-level indications (health claims)” from TGA-approved lists. |
| New Zealand | The Commerce Commission requires reviews to be genuine. In August 2026, the District Court ordered the company behind The TV Shop to pay $1,104,000 for conduct that included staff posting positive reviews without saying they worked there, and filtering out negative ones. | The ASA’s Therapeutic and Health Advertising Code says testimonials must be “authenticated, genuine, current and typical,” any payment must be acknowledged, and ads must not claim or suggest endorsement by healthcare professionals. A new version of the code took effect on July 1, 2026. |
A “doctor” in the ad
In New Zealand, the advertising code for health products says ads must not claim or suggest endorsement by healthcare professionals. Wherever you are, ask three questions. Is the doctor named? Can you find them on your country’s official register of health practitioners? Do they say they were paid? An unnamed “leading doctor,” or a white coat with no name, tells you nothing.
How to check reviews yourself
- Look beyond the seller’s own site. Reviews on the product’s own website are the easiest for the seller to control.
- Check who is reviewing. Many near-identical five-star reviews posted within days of each other are a warning sign.
- Look for disclosure. Reviews given for free products, discounts or payment should say so.
- Check the claim, not just the reviews. Compare what the ad promises with what the product is licensed or registered for, using our guide to checking a supplement in your country.
- Ask a professional. The FTC: “Your doctor or health provider is your best and most important source of information on whether a product is safe for you.”
Report fake reviews or misleading claims
- United States: ReportFraud.ftc.gov
- United Kingdom: the Competition and Markets Authority, or Citizens Advice
- Canada: the Competition Bureau
- Australia: the TGA for therapeutic goods ads, or the ACCC
- New Zealand: the Commerce Commission, or the Advertising Standards Authority for health ads
How we checked
We read each regulator’s own pages, listed below, on September 30, 2026. If something here has changed, tell us at jakemitchell@toptierfind.com.
Sources
- FTC Consumer Advice, Common Health Scams, November 2024
- FTC, Final rule banning fake reviews and testimonials
- CMA, Fake reviews guidance (CMA208) and new consumer protection regime
- GOV.UK, Great Britain nutrition and health claims (NHC) register
- Competition Bureau Canada, Online reviews posted by employees: businesses could be liable, January 2024, and Fake online reviews: too good to be true!
- TGA, Testimonials and endorsements in advertising
- Commerce Commission, Online reviews, District Court finds The TV Shop staff wrote positive “customer” reviews and The TV Shop to pay $1.104m
- Advertising Standards Authority (NZ), New Therapeutic and Health Advertising Code takes effect, July 1, 2026