GVH Investigates iHerb Over Dietary Supplement Claims

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- The Hungarian Competition Authority (GVH) is investigating companies involved in the distribution and sale of dietary supplements
2026. Apr. 22.
The investigation was launched due to health and remedial claims, as well as unlawful distribution

Budapest, April 21, 2026 – The Hungarian Competition Authority (GVH) has initiated a competition supervision proceeding against iHerb Netherlands BV, based in the Netherlands, and its U.S. parent company, iHerb LLC. The GVH alleges that, among other things, the companies unlawfully use health-related claims and claims regarding therapeutic effect in the advertising of their food products and dietary supplements, as well as giving the impression that the products they sell can be lawfully marketed, thereby misleading consumers. The competition authority issued a guidance document in early April to clarify the claims that may be used in the advertisement of food products.

The Hungarian Competition Authority has initiated an investigation against iHerb Netherlands BV and its U.S. parent company, iHerb LLC, on suspicion that the companies have violated provisions concerning the promotion of food and dietary supplements in several respects. The companies are suspected of

• using health claims that violate sectoral regulations (“contributes to maintaining heart and brain health,” “helps neutralize free radicals”);
• using claims that attribute properties to their products related to the prevention, treatment, or curing of human diseases (“Herbal pain reliever,” “Targets pain where it starts, delivering effective ginger to relieve mild pain.”);
• giving the impression that certain products are being sold legally, even though the products in question are classified as dietary supplements and, contrary to regulations, have not been registered with the National Centre for Public Health and Pharmacy; during the promotion of certain dietary supplements and food products, starting in November 2024.

The GVH also noted that the companies’ commercial communications likely do not, in general, meet the requirement of due professional diligence, as the design, creation, publication, and monitoring of the communications are based, among other things, on the incorrect legal framework and on unverified machine translations. The companies subject to the proceedings thus likely fail to adequately ensure the prevention of the above-mentioned potential violations, and in doing so may mislead consumers.

The initiation of these proceedings does not imply that the companies have committed the suspected infringements. The procedures aim to establish the facts and, where appropriate, confirm the alleged unlawful conduct. The statutory timeframe for each proceeding is three months, which may be extended twice, each time by up to two months, if justified. As required by the Competition Act, the period between the GVH’s request for information and its fulfilment by the parties does not count towards the procedural time limit.

The Hungarian Competition Authority places great emphasis on examining market signals related to the use of health claims and claims regarding therapeutic effects in the advertisement of food products – and, within that category, dietary supplements in particular – as well as on conducting competition supervision proceedings in this area. Based on the GVH’s extensive procedural experience, companies frequently use such claims, but often make mistakes and commit violations when formulating them. In April 2026, the Hungarian Competition Authority published a guidance document aimed at helping companies that strive to comply with the law to understand the regulatory framework concerning health, nutritional composition, and remedial claims.

The guidance document is available on the website of the GVH in Hungarian.

The official registration number of the case is VJ/12/2026.

GVH Press

Further information:

Horváth Bálint, Head of Communications +36 20 238 6939

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