Manipulation in

Dietary
Supplement
Advertisements

Presented by
Karolina Chojnacka
Agenda
Dietary supplements vs medicines

Today's Topics
Dietary supplements = dangerous?

Manipulation techniques in advertising

Changes in law

Summary
What is the difference
between dietary
supplements and
medicines?
 36% of polish people admit they
What is the difference
don’t know the difference between between dietary
dietary supplements and medicines.
supplements and
medicines?
 36% of polish people admit they
don’t know the difference between
dietary supplements and medicines.
What is the difference
between dietary
supplements and
medicines?
“Dietary supplements are intended to add to or supplement the diet and
are different from conventional food. Generally, to the extent a product is
intended to treat, diagnose, cure, or prevent diseases, it is a drug , even if
it is labeled as a dietary supplement. Supplements are ingested and
come in many forms, including tablets, capsules, soft gels, gel caps,
powders, bars, gummies, and liquids.”
Food and Drug Administration
Dietary supplements

Maintaining the body's balance.

Not curing it!

No safety requirements for

introducing dietary supplements
to the market

No requirements on quality and

interactions with other drugs
What do you think...

Why dietary supplements could be

dangerous for our health?
What do you think...

Why dietary supplements could be

dangerous for our health?

HARMFUL
EFFECTS OF IMPACT OF THE
LOW PUBLIC
IMPROPER USE CORONAVIRUS
AWARENESS
OF DIETARY PANDEMIC
SUPPLEMENTS
NEXT

Let’s talk numbers!

01 02 03

45,2% OF POLISH IN A FDA ANALYSIS BETWEEN IN THE FIRST PANDEMIC

PEOPLE DON’T CONSULT 2007 AND 2016, IT CAME TO YEAR, REVENUE FROM THE
TAKING SUPPLEMENTS LIGHT THAT UNAPPROVED SALE OF DIETARY
WITH A DOCTOR PHARMACEUTICAL INGREDIENTS SUPPLEMENTS IN POLAND
WERE FOUND IN 776 DIETARY WAS 2.8% HIGHER THAN A
SUPPLEMENT PRODUCTS. A YEAR EARLIER AND SALES
TOTAL OF 20% OF THE HAVE MOVED TO THE
PRODUCTS CONTAINED MORE INTERNET.
THAN 1 PRESCRIPTION
INGREDIENT AND 67.9%
CONTAINED NEW, UNAPPROVED
INGREDIENTS.
SALMONELLA
 Manipulation
techniques in
advertising for food
supplements
Manipulation techniques

BUILDING TRUST EFFICIENCY HAPPINESS GOOD ADVISER C O N T E M P O R AR Y

AND PRECISION SOCIAL ISSUES
Building trust

• Building trust
• Authority figure
• Professional/medical area
• percentage-based data
Efficiency and precision

• Fast action
• Helping precisely in this
painful area
• From agony to joy
Happiness

• Happiness, joy
• Friends, family, and even
strangers
• Value of family in polish
society
Good adviser

• Recommendation
• Friends, family, and even
strangers
Contemporary social issues

• Good marketing communication

• Current trends or issues
What does the latest law on the advertising of
dietary supplements change?

Change in marking Non-medical advertising

Packaging of dietary supplements will have to be Advertising must not contain any medical signs or be
clearly labelled and distinguishable from medicines. directed at children.

Quality mark Place of advertisement

It will be possible to put a mark on the packaging to Advertising of supplements will be prohibited in
prove the quality of the product. pharmacies, for example.
Let’s sum up!

DIETARY
SUPPLEMENTS WE CAN BE
ARE DIFFERENT MANIPULATED IN THE LATEST REGULATIONS
FROM MEDICINES MANY WAYS. HAVE UNFORTUNATELY NOT
AND WE SHOULD AWARENESS IS YET COME INTO FORCE.
NOT TAKE THEM THE FIRST STEP.
FOR GRANTED.
Thank you for your attention!

It’s time for questions!

Bibliography
• https://www.fda.gov/consumers/consumer-updates/fda-101-dietary-supplements
• White, C. M. (2020). Dietary Supplements Pose Real Dangers to Patients. Annals of Pharmacotherapy, 54(8),
• 815–819. https://doi.org/10.1177/1060028019900504
• Sharpe, P.A.; Granner, M.L.; Conway, J.M.; Ainsworth, B.E.; Dobre, M. Availability of Weight -Loss Supplements:
Results of an Audit of Retail Outlets in a Southeastern City. J. Am. Diet. Assoc. 2006, 106, 2045–2051.
• Dietary supplement boom prompts Poland to eye new rules on ads. POLITICO.
• https://www.politico.eu/article/poland-dietary-supplement-boom-new-advertising-rules/
• Magdalena Przewłocka, 29 lipiec 2020, “Dietary supplement boom prompts Poland to eye new rules on ads”
• The United States Food and Drug Administration . 2021. Fraudulent Coronavirus Disease 2019 (COVID-19)
Products. Availabe online: https://www.fda.gov/consumers/health-fraud-scams/fraudulent-coronavirus-disease-
2019-covid-19-products (Accessed on 16 July 2021)
• https://onlinelibrary.wiley.com/doi/abs/10.1046/j.1365-2427.1997.00239.x
• “Reakcje państwa an szkodliwy wpływ reklamy suplementów diety w Polsce an przestrzeni lat ” (“State responses
to the harmful effects of dietary supplement advertising in Poland over the years ”) Karolina Chojnacka

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