A growing concern has emerged on Chinese online shopping platforms, where unethical merchants are drawing scrutiny for misleading consumers by falsely promoting ordinary foods as health supplements or even implying they have medicinal qualities. A variety of products, including fish oil, substitute tea, blueberries, glucosamine chondroitin, and red yeast rice capsules, are being marketed with baseless claims of preventing or treating diseases. To further deceive buyers, some brands enlist individuals posing as “nutritionists” or “renowned experts” to push these overpriced items, preying on people’s eagerness to maintain or improve their health.
In China, the legal framework clearly distinguishes between ordinary foods, health foods, and pharmaceuticals, each with strict rules governing their promotion. Key pieces of legislation, such as the Anti-Unfair Competition Law, Advertising Law, and Consumer Rights Protection Law, explicitly prohibit false or misleading commercial statements about food products. These laws are designed to shield consumers from being tricked into buying ineffective or overpriced goods under the pretense of health benefits, yet the online marketplace’s complexity has allowed such deceptive practices to thrive.
Two main deceptive strategies have become particularly prominent.
The first tactic involves sellers of ordinary foods intentionally blurring the lines between their products and health foods or medicines. They overtly or subtly assign health benefits to these ordinary items, using aggressive marketing techniques across various channels. Whether through oral pitches, WeChat groups, printed brochures, or live-stream scripts, they hype up buzzwords like “health preservation,” “natural ingredients,” “body conditioning,” and “weight loss,” creating a false impression that these foods offer more than just basic nutrition. For instance, a seller might claim that their blueberries can “improve eyesight” or “prevent memory loss,” despite there being no valid scientific backing for such assertions.
The second strategy is employed by vendors of health foods, who go beyond the permissible limits by exaggerating their products’ effects or falsely attributing disease-fighting capabilities. Claims like “lowering blood pressure” or “having anti-cancer properties” are often made, supported by fabricated scientific studies, fake nutrition advice, and endorsements from so-called “experts.” This violates the regulations that strictly forbid health foods from being promoted as having therapeutic effects.
Authorities have emphasized that ordinary foods are legally prohibited from being marketed with any health-related claims, and health foods cannot be advertised as having medicinal properties. To protect themselves, consumers are advised to look for official certifications: authentic health foods feature a unique “blue hat” logo, and pharmaceuticals must display official approval numbers.
It is also encouraged that consumers report instances of false advertising to relevant market supervision authorities or consumer rights organizations. Combating these deceptive practices requires not only stricter enforcement by authorities but also active participation from the public. By remaining vigilant and holding these unscrupulous vendors accountable, consumers can play a crucial role in curbing the spread of false health claims and protecting themselves from financial losses and potential health risks.
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