Marketing Holistic Health on Social Media? Here’s Why the FDA Might Come Knocking

Social media has rapidly transformed the landscape of health and wellness marketing. Social media platforms are now central to how consumers discover and engage with products ranging from dietary supplements and CBD oils to holistic remedies like herbal tinctures and homeopathic treatments. While these products are often promoted as “natural” or “safe,” many of them make bold claims about treating or preventing health conditions—claims that could be lacking FDA approval.

This surge in digital promotion has not gone unnoticed. The U.S. Food and Drug Administration (FDA) has increasingly turned its attention to the online marketplace, especially where health-related products are concerned. Holistic products such as herbal supplements and homeopathic remedies are often marketed as alternatives to conventional medicine. However, when these products are promoted with disease-related claims, they fall under the FDA’s regulatory scope. Even if a product is labeled as “natural” or “alternative”, it may still require FDA oversight depending on its intended use and the claims made about it.

To clarify, any product intended to diagnose, treat, cure, or prevent disease—or that affects the structure or function of the body—is likely regulated by the FDA. This includes drugs, supplements, medical devices, cosmetics, and certain holistic remedies. Many marketers may not realize that their product is subject to FDA regulations, especially when promoted online without traditional packaging or disclaimers.

In response to the growing number of health claims circulating on social media, the FDA has ramped up enforcement efforts and sent more warning letters to companies that use influencers or social media ads to promote products with health claims. The agency has also acted against dietary supplements and holistic remedies that it determines do not meet safety and labeling standards, often citing social media content as evidence. In parallel, the Federal Trade Commission (FTC) has issued broad warnings to hundreds of companies about deceptive marketing practices, signaling a coordinated regulatory push.

Ultimately, the FDA’s mission is to protect public health by ensuring that products are safe, effective, and truthfully marketed. As the line between entertainment and advertising continues to blur, regulators are adapting to the changing landscape. For marketers, influencers, and brands in the health and wellness space, the message is clear: compliance isn’t optional, even on social media.