Federal Trade Commission guidelines for advertising health-related products just got a big refresh—and they could be a rude awakening for marketers making overzealous claims about products such as supplements or health apps. Here is what marketers should know about the new guidelines and what they will mean for the industry. “They consider anything that has some claimed benefit for human health to be a health product,” he said. And I think this just sort of formalizes the fact that it’s going to do that.”What kind of substantiation is needed to make health claims? Yadim Medore, founder and CEO of dietary supplement-focused consulting firm Pure Branding Inc., said the new guidelines will raise the bar for the kind of research needed for companies to make health claims.

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