The Hungarian Competition Authority (GVH) has initiated competition supervision proceedings against iHerb Netherlands BV and its U.S. parent company iHerb LLC on suspicion of using unlawful health-related claims and therapeutic effect claims in advertising food products and dietary supplements since November 2024. The investigation focuses on violations including health claims that violate sectoral regulations, claims attributing disease prevention or treatment properties, and products sold as dietary supplements without required registration with the National Centre for Public Health and Pharmacy. The case registration number is VJ/12/2026, and the standard procedural timeframe is three months, extendable twice by up to two months each.