HEALTH CLAIMS IN FOOD SUPPLEMENT ADVERTISING

Advertising plays a major role in food supplement sales, but it must not mislead the consumer on the product properties. The aim of this paper was to research the use of health comments in food supplement advertising in Romania. The paper studied the European Union and the Romanian legislation in the field and analysed an example of an unlawful advertisement case. The paper concludes that food supplement advertising in Romania is not adequately monitored regarding the standards that ensure patient safety and should therefore be analyzed according to the European model.