Can You Be to Careful of Your Pseudoscience Claims?

If you sell health, wellness, or supplement products on Amazon, your product claims can make or break your business. Not because they affect conversion (though they do), but because a single pseudoscience claim can get your listing suppressed, your account suspended, or worse, put you on the wrong end of an FTC enforcement action. This is not a gray area. The rules are clear, and the consequences are real.

Insights from Andrew Morgans and the Marknology team in Kansas City.

What Counts as a Pseudoscience Claim on Amazon?

A pseudoscience claim is any product claim that is not supported by credible scientific evidence. On Amazon, these most commonly show up in:

• Supplement listings: Claims like "cures cancer," "eliminates arthritis," or "proven to boost immunity" are classic pseudoscience claims that violate both Amazon's policies and FTC regulations.
• Beauty and skincare products: Claims like "reverses aging," "eliminates wrinkles permanently," or "clinically proven" without actual clinical data.
• Wellness devices: Claims about magnetic therapy, crystal healing, frequency devices, or other products with no scientific backing for their stated benefits.
• Food and beverage products: Unauthorized health claims that go beyond what the FDA allows for the product category.

Why Amazon Cares About Product Claims

Amazon has been cracking down on misleading product claims for several reasons:

Regulatory Pressure

The FTC and FDA have increased enforcement against misleading health claims sold through online marketplaces. Amazon does not want to be the platform associated with snake oil, and they are under pressure to self-police.

Customer Trust

Amazon's business model depends on customers trusting that the products they buy are legitimate. Every fraudulent health claim erodes that trust, which is bad for every seller on the platform.

Legal Liability

While Amazon has historically positioned itself as a marketplace rather than a retailer (to limit liability), the legal landscape is shifting. More jurisdictions are holding platforms accountable for products sold through them, especially when harm results from misleading claims.

What the FTC Requires for Product Claims

The FTC's standard for product claims is straightforward: if you make a claim, you need competent and reliable scientific evidence to support it. Here is what that means in practice:

• Structure/function claims are OK: "Supports joint health" or "helps maintain healthy blood sugar levels" are generally acceptable if you have reasonable evidence and include the FDA disclaimer.
• Disease claims are not OK: "Treats diabetes" or "cures joint pain" are disease claims that require FDA drug approval. Most supplements and wellness products do not have this approval.
• "Clinically proven" requires clinical proof: If you use the phrase "clinically proven," you need actual clinical studies. Not testimonials. Not a study on one of the ingredients. Studies on your specific product.
• Testimonials need typicality: If you use customer testimonials that describe specific results, those results must be typical of what consumers can expect, or you must clearly disclose the typical results.

How to Write Amazon Listings That Stay Compliant

1. Stick to Structure/Function Claims

Use language like "supports," "helps maintain," "promotes," and "assists with." Avoid language like "cures," "treats," "eliminates," "prevents," or "heals."

2. Include the FDA Disclaimer

For dietary supplements, include the standard disclaimer: "These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease." Put it in your listing, on your product label, and in your A+ Content.

3. Review Your Entire Listing

Check every touchpoint: title, bullet points, description, A+ Content, images (including infographic text), backend keywords, and product packaging. A compliant bullet point does not help if your infographic says "KILLS CANCER CELLS."

4. Audit Your Reviews

While you cannot control what customers write in reviews, if your product encourages pseudoscience claims (through packaging, inserts, or marketing), Amazon may hold you responsible. Make sure your marketing does not lead customers to make claims on your behalf.

5. Get Legal Review

If you sell health, wellness, or supplement products, invest in a regulatory attorney who specializes in FTC/FDA compliance. The cost of a legal review is tiny compared to the cost of an account suspension or FTC enforcement action.

What Happens When You Get Caught

Amazon's enforcement can be swift and severe:

• Listing suppression: Your listing goes invisible until you fix the violation.
• Account suspension: Repeated violations can result in full account suspension, freezing your inventory and funds.
• FTC action: The FTC can pursue civil penalties, forced refunds, and injunctions. Recent cases have resulted in multi-million dollar settlements.
• Competitor reporting: Other sellers regularly report listings with suspicious claims. If your competitors flag your listing, Amazon will investigate.

The Smart Approach

Compliance is not about limiting what you can say. It is about communicating value in a way that is honest and sustainable. The brands that build lasting success on Amazon are the ones that customers trust, and trust starts with honest claims.

If you are selling in a regulated category and want to make sure your listings are bulletproof, get expert help before a problem finds you.

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