Starting your own supplement brand is exciting. You might already have an idea for your product, the branding all figured out in your head, and your target audience clearly defined. But then that one question often comes up:
“What exactly are the laws and regulations in the Netherlands?”
And perhaps even more importantly:
“How do you make sure you’re doing everything by the book without having to spend days plowing through dry legal texts?”
Exude professionalism and reliability
At e-influence, we’ve noticed that many entrepreneurs view legislation as a difficult hurdle. Yet it actually serves as a powerful foundation for a strong brand.
After all, if your supplement complies with all the regulations, you’ll project professionalism and reliability.
In this blog, we’ll explain step by step what the NVWA’s role is, how the rules work in the Netherlands, what you can and cannot claim, and how to ensure your labels are completely up to code.
That way, you’ll know exactly where you stand and can enter the market with confidence!
What is the NVWA’s role regarding dietary supplements?
In the Netherlands, the Netherlands Food and Consumer Product Safety Authority (NVWA) is the regulatory body responsible for everything related to dietary supplements. It ensures that products are safe, that labels meet all legal requirements, and that no misleading claims are made.
The NVWA bases its inspections on the Commodities Act and European directives, such as Directive 2002/46/EC and the FIC Regulation (EU) No. 1169/2011. Whether you manufacture, purchase, or have products packaged yourself: as a brand owner, you are responsible for complying with these rules.
An important first step is registering as a food business with the NVWA. This way, they know who is responsible for your brand and products. Keep in mind that the NVWA can conduct both on-site and online inspections.
Do you have your affairs in order? Then an inspection like this isn’t a threat. In fact, it’s an opportunity to show that your brand is professional and reliable!
What claims can and cannot be made about your supplement?
In the Netherlands (and the rest of the EU), you may only make health claims that are scientifically substantiated and approved by the European Commission. These claims can be found in the official register of permitted claims.
It seems so tempting: promising that your supplement works wonders. But this is precisely where strict rules apply. Let’s look at an example:
Permitted example:
“Vitamin D helps maintain strong bones.”
Example not allowed:
“This supplement prevents bone fractures in the elderly.”
The difference? The first is an approved claim that precisely describes how the substance can contribute to health, without making any medical promises. The second is a medical claim. And that’s prohibited, because it falls under the category of medicines.
In addition to health claims, there are also nutrition claims, such as “sugar-free” or “source of fiber.” These are also regulated by law and may only be used if the product meets the exact requirements.
Why is this so important? Because inaccurate or misleading claims can not only result in fines, but also damage your company’s reputation and even lead to your product being pulled from the market. Naturally, you want to avoid that.
By using approved claims from the start, you build credibility and trust with your target audience.
What must be included on the label?
A supplement’s label must always include specific, legally required information. This information includes the following:
- The product name
- The list of ingredients (including allergens)
- The recommended daily dose
- Mandatory warnings
- The amount of active ingredients per serving
- The expiration date
- The batch number
- The name and address of the responsible party
In addition, the law requires that you include three standard phrases:
- Do not exceed the recommended daily dose.
- Keep out of reach of young children.
- Dietary supplements are not a substitute for a varied, balanced diet and a healthy lifestyle.
Why is a label more than just a nice design?
If you want to include health claims on your label, they must be claims approved by the European Commission.
For example: “Vitamin C contributes to the normal functioning of the immune system.” Medical claims, such as “cures the flu,” are prohibited.
A good label is more than just an attractive design. It’s your legal calling card and proof that your product complies with the regulations.
That’s why you should always have your labels checked before you start production, so you can enter the market with confidence. E-influence is happy to help you with that.
What are your responsibilities as a brand owner?
As a brand owner, you are always ultimately responsible for the safety, quality, and accuracy of the information on your supplements—even if you work with external manufacturers or distributors. This means that your reputation is ultimately at stake if anything goes wrong with the product, the labeling, or the claims.
That responsibility begins with selecting reliable partners and monitoring every step of the process—from formulation and production to, ultimately, packaging and distribution.
You must ensure that all documentation is in order, that operations comply with applicable laws and regulations, and that any complaints or safety issues are handled promptly and correctly.
In short: even if you outsource many tasks, the law considers you the “Food Business Operator.” And that role comes with not only risks but also opportunities. Because by organizing everything properly, you’ll build a brand that inspires trust and is ready to grow!
How does e-influence help you with that?
At e-influence, we ensure that you, as a brand owner, are fully compliant with the rules, without having to wade through stacks of legislation yourself. We check your labels for all required information, advise you on permitted health and nutrition claims, and ensure that your products comply with applicable laws and regulations.
In addition, we’ll guide you through the proper registration process as a food business and help you ensure all your product documentation is in order. When you work with us, you can be sure that your branding not only looks appealing but also fully complies with the regulations.
This way, you can focus on growing your brand, while we ensure your products are safe, compliant, and ready for the market. The result: less risk, more trust, and a professional image from day one. Sounds appealing, doesn’t it?
How can you use the law to your advantage?
Legislation doesn’t have to be a burden; in fact, it can form the foundation for a strong and reliable brand. By operating in accordance with the rules, you demonstrate that you take quality seriously. You build trust with your customers and reduce the risk of issues with regulatory agencies, such as the NVWA and the European Commission.
Whether it’s labeling, health claims, or your responsibility as a brand owner: if everything is in order, you can enter the market with confidence.
At e-influence, we help you ensure this entire process runs smoothly. That way, you don’t have to worry about complicated regulations and can focus entirely on building your brand.
Frequently Asked Questions About the Laws Governing Supplements in the Netherlands
What do you need to consider when launching a supplement line?
If you want to start your own supplement brand, it’s important to take applicable laws and regulations into account. Dietary supplements are subject to strict European and Dutch guidelines regarding food safety, labeling, ingredients, and health claims. Complying with these rules is essential to protect consumers and to market your products legally.
Do supplements comply with the law?
Yes. Dietary supplements must comply with European and Dutch regulations.
Can I make health claims?
Only approved claims may be used on packaging and websites.
Who regulates supplements?
Various agencies oversee compliance with the law.
Is an HACCP system required?
Professional manufacturers operate in accordance with food safety standards such as HACCP.
Can e-influence help with regulatory compliance?
Yes. The applicable laws are taken into account throughout the process.
