Why we don't make claims about our botanicals

How health claims work in the UK

A health claim is any message that a food, or something in it, affects your health. "Supports immunity", "boosts focus" and "helps you sleep" are all health claims. So are product names and slogans that suggest the same.

In Great Britain these are controlled by the retained Nutrition and Health Claims Regulation. A claim can only be used if it is on the GB Nutrition and Health Claims Register, it is worded the way the register allows, and the product contains enough of the nutrient: usually at least 15% of the daily reference intake per serving. The Advertising Standards Authority enforces the same rules for adverts and websites.

Before a claim gets on the register, scientists review the evidence. Many proposed claims are turned down because the studies are too small, too few, or not specific enough.

Why botanicals are different

When the EU began checking general health claims in the late 2000s, around 2,000 claims about plant extracts were put "on hold". The question was whether long traditional use should count as evidence. More than fifteen years later most are still on hold, in the EU and in Great Britain.

Some brands rely on transitional rules to keep using on-hold wording. Even then, the ASA expects good evidence for the exact claim, and its rulings show it often doesn't find it. We have chosen not to do this.

What that means on our pages

• When we make a claim, it is register wording, credited to a named vitamin or mineral at a qualifying dose. For example: "Pantothenic acid contributes to normal mental performance" (Morning), or "Magnesium contributes to normal psychological function" (Night).
• For botanicals and amino acids (ginseng, sage, saffron, lemon balm, L-theanine, citicoline, glycine) we tell you what it is, how much is in a serving, and when to take it. That's all.
• When we mention a published study, it describes the research only. It is not a claim that NOVR does the same thing.

Five red flags in supplement marketing

1. "Clinically dosed" or "clinically proven" on a whole formula. Ask: which trial, of which product, at which dose? A study on one ingredient at 600 mg says nothing about a blend with 100 mg.
2. Proprietary blends. A total weight for a "matrix" with no amount for each ingredient makes it impossible to compare with studies.
3. Brain chemistry promises. "Boosts dopamine", "balances cortisol" or "supports neurotransmitters" are not authorised claims.
4. Reviews before launch. If the product hasn't shipped, star ratings and "verified buyer" quotes can't be real.
5. Fake scarcity. Countdown timers that reset and "only 3 left" banners are banned unfair practices under UK consumer law.

What we do instead

• Every dose on the label. No proprietary blends.
• Doses based on the amounts used in published research, where that research exists.
• Every batch tested by an independent lab before release, with certificates published by batch number at launch. See Lab Results.
• Safety warnings on every product, including caffeine content.

If you see something on our site that you think goes too far, tell us at hello@drinknovr.com.