The Hungarian Competition Authority (GVH) has published an informative booklet detailing the rules regarding health, nutrient composition, and medicinal claims in the advertising of food products and dietary supplements. This regulatory framework includes both national and European Union provisions governing commercial communication.

The GVH aims to provide guidance to businesses striving for compliance, using specific examples to illustrate correct and unlawful practices. The authority has encountered widespread practices where companies make claims about the nutrient content and potential effects of their products on human health.

While such claims are generally not prohibited, their use is strictly regulated, with both national and EU laws setting limits and prohibitions. The GVH has accumulated significant practical experience in this area over the past decades. For instance, in late 2024, GymBeam was fined 100 million HUF for making prohibited health claims, while Manker Beauty faced significant consumer compensation for similar reasons, and Regenera received a warning for unsubstantiated claims regarding hangover effects.

Based on its procedural experiences and the high number of violations, the GVH has issued a guide for businesses aiming for compliance. The booklet comprehensively covers the rules applicable to health claims in food advertising and other commercial practices, providing concrete examples of both correct and unlawful practices.

Among the key guidelines highlighted by the GVH are: it is prohibited to attribute medicinal properties to food products under any circumstances, and commercial practices related to food cannot suggest properties for preventing, treating, or curing human diseases. Additionally, any health claims related to weight loss must not reference recommendations from medical professionals or imply that avoiding the food could impact health.

Health claims not falling into the above categories can only be used if they are listed as authorized by the European Commission, with certain exceptions.

The GVH recommends that businesses consider the following when developing their commercial communications regarding food products and dietary supplements: study the guidance provided by the GVH and take its advice into account, seek professional opinions from organizations knowledgeable about legal requirements during the planning phase, and consider developing an internal compliance program to ensure knowledge of regulations and adherence to necessary internal procedures. Implementing a tailored internal monitoring system may help prevent potential violations.

The informative booklet compiled by the GVH's investigators and experts is available for free on the national competition authority's website.