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HomeExplainersFood health claims
▸ EXPLAINER

Can food brands say anything about health?

By PixPause Editorial · Updated September 26, 2026 · 3 sources

SHORT ANSWER

No. In the US, a food can only claim to lower the risk of a disease if the FDA has approved that specific health claim. Softer "structure/function" claims like "supports digestion" don't need pre-approval, and marketing words like "natural" or "superfood" are loosely defined — but the FTC can still act against misleading advertising.

EXPLAIN IT LIKE I'M 5

"Good for you" on a cereal box is like a kid saying "I'm the best footballer". "Approved to lower heart-disease risk" is like having the trophy — someone official checked.

How strong is that health claim?
◀ Marketing talkNot allowed on food ▶
  1. "Natural", "superfood", "wholesome" — marketing words, loosely defined
  2. "Supports digestion" — structure/function claim, no FDA pre-approval for foods
  3. "Oat fibre may reduce the risk of heart disease" — FDA-authorised health claim
  4. "Treats" or "prevents" a disease — a drug claim, off-limits for food

US rules (FDA). Categories, not scores.

Three kinds of label claims

The FDA recognises three main types. Health claims link a food or ingredient to a lower risk of a disease — for normal foods, only claims the FDA has approved by regulation, based on "significant scientific agreement", are allowed. Nutrient content claims say how much of something a food has ("low fat", "high fibre"). Structure/function claims describe what a nutrient does in the body ("calcium builds strong bones") and must not mention a disease; for normal foods they don't need FDA notification at all.

Where the line is

Once a food claims to treat, cure or prevent a disease, it's making a drug claim, which foods aren't allowed to make. That's what got Cheerios a warning letter — and what the FTC found deceptive in POM Wonderful's pomegranate juice ads.

Who polices it

The FDA oversees labels; the FTC polices advertising and can act on claims that aren't backed by solid evidence. Class-action lawsuits by customers are the third check — several brands below settled rather than defend their slogans.

▸ THE HYPE VS WHAT WE FOUND

Real claims involving this term, each checked in a PixProof with linked sources.

"POM juice helps prevent heart disease and prostate cancer."The FTC found the claims deceptive; the D.C. Circuit upheld that in 2015 and the Supreme Court declined to review it in 2016.BYEPOM Wonderful PixProof →"Activia is clinically proven to regulate digestion."8 of the 10 studies behind it showed no significant effect; Dannon settled with the FTC in 2011 and paid up to $45 million in a class action.BYEActivia Yogurt PixProof →"Cheerios can lower your cholesterol."The general oat-fibre claim is FDA-authorised — but the specific "4% in 6 weeks" claim crossed into drug-claim territory and drew an FDA warning letter.BUYCheerios PixProof →"Nutella is part of a balanced breakfast."Ferrero paid $3 million to settle and dropped the phrase; one serving has 21 g of sugar.BYENutella PixProof →

▸ PIXPROOFS THAT USE THIS TERM (9)

▸ COMPANIES BEHIND IT

POM WonderfulThe Coca-Cola CompanyRed Bull GmbHKellogg CompanySubway

HYPE OR REAL?

"Cheerios' general claim that whole-grain oat fibre can help lower cholesterol is an FDA-authorised health claim."

▸ QUICK QUESTIONS

What is an FDA-approved health claim?
A claim linking a food or ingredient to lower disease risk that the FDA has authorised by regulation after finding significant scientific agreement — for example, soluble oat fibre and heart disease.
Does "natural" mean healthy?
No. It's a loosely defined marketing word. Check the ingredients and nutrition label instead.
What does "clinically proven" mean on food?
Nothing official. It's a marketing phrase — Dannon agreed to stop using it for Activia after the FTC found most of its studies showed no effect.

▸ SOURCES

Spot something wrong? Tell us — corrections are logged, see methodology.

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