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Advertising longevity: what you can say – and what you cannot
For food supplements, the rule is simple: health claims are prohibited unless they are authorized and included in the list of authorized claims (Art. 10(1) of Regulation (EC) No 1924/2006). Terms such as aging, longevity or lifespan do not appear in that list – so statements like “anti-aging”, “rejuvenates” or “extends your life” are ruled out. General references to health benefits are only allowed when accompanied by an authorized claim (Art. 10(3)). Disease claims are off-limits for foods. For services such as training, coaching or spa treatments, unfair competition law applies: no misleading promises of results. In Switzerland, Annex 14 of the LIV is a separate but similar list, and genetic tests carry extra advertising duties under Art. 14 GUMG. The rule of thumb: describe what you offer – do not promise what research does not support.
A menu, not a cookbook
For this article, in October 2026, we searched the list of authorized health claims – Regulation (EU) No 432/2012 in its consolidated version of 20 August 2025. We searched for aging, longevity, lifespan, anti-aging, senescence, telomeres, autophagy, sirtuins and inflammation. Hits: none.
That is the core of longevity advertising in one sentence. The list of authorized claims works like a menu: you may order what is on it. You may not cook your own recipes.
In legal terms: a health claim is any claim that states, suggests or implies that a relationship exists between a food or one of its constituents and health (Art. 2(2)(5) of Regulation (EC) No 1924/2006). Health claims are prohibited unless they are authorized and included in the lists of authorized claims (Art. 10(1)). This applies to labeling, presentation and advertising (Art. 1(2)).
Longevity is an exciting field of research. But it is not on the menu for food supplements.
Product or service? Which rules apply when
Many longevity offers mix products and services: a training program, a genetic analysis, a spa treatment, plus capsules for home. Different rules apply to each element:
| What you advertise | Which rules apply | The key question |
|---|---|---|
| Food supplements | Regulation (EC) No 1924/2006 (health claims), Art. 7 of Regulation (EU) No 1169/2011 (no disease claims), plus unfair competition law | Is the claim authorized and listed? |
| Services such as training, coaching, spa treatments | Unfair competition law (Section 5 UWG in Germany, Section 2 UWG in Austria); in Germany, the Therapeutic Products Advertising Act as soon as advertising refers to diseases | Is the promise true and verifiable? |
| Genetic analysis | Unfair competition law; where diseases are referred to, rules on advertising therapeutic products and on medical analyses | Lifestyle or medical? |
| Package of service and product | Both – statements about the food are subject to the health claim rules | What does the statement refer to? |
How to advertise genetic analyses properly is covered in the nutrigenetics guide in Advertising genetic tests. Cosmetics are subject to their own rules, which this article does not cover.
What is off-limits for longevity products
For food supplements, several provisions draw a clear line:
- Unauthorized claims of effect: “anti-aging”, “rejuvenates”, “extends your life”, “lowers your biological age”, “stops” or “repairs” aging, “detoxifies” – none of these are on the list. So such claims are prohibited (Art. 10(1)).
- Diseases: food information must not attribute to any food the property of preventing, treating or curing a human disease, nor create that impression – and this explicitly applies to advertising too (Art. 7(3) and (4) of Regulation (EU) No 1169/2011). Reduction of disease risk claims need their own authorization (Art. 2(2)(6) and Art. 10(1) of Regulation (EC) No 1924/2006).
- Fear: claims must not refer to changes in bodily functions which could give rise to or exploit fear in the consumer – neither in words nor in images (Art. 3(e)).
- Going without: claims which suggest that health could be affected by not consuming the food are not allowed (Art. 12(a)).
- Normal diet: claims must not suggest that a balanced and varied diet cannot provide appropriate quantities of nutrients in general (Art. 3(d)).
- Recommendations: claims that refer to recommendations of individual doctors or health professionals are not allowed (Art. 12(c)).
- Product names: a trade mark or fancy name can also be construed as a health claim. In that case, it may only be used when accompanied by a related claim that complies with the Regulation (Art. 1(3)). So check names as strictly as advertising copy.
“Good for you” never goes out alone
General statements are not banned outright. References to general, non-specific benefits of a nutrient or food for overall good health or health-related well-being are allowed – but only if accompanied by a specific authorized claim from the list (Art. 10(3)). Think of the general statement as a guest who is only let in with a chaperone.
An example from the list: “Vitamin C contributes to the protection of cells from oxidative stress.” This claim may only be used for food that is at least a source of vitamin C as defined in the Regulation. The list contains equivalent claims on protecting cells from oxidative stress for copper, manganese, riboflavin, selenium, vitamin E and zinc – each with its own conditions of use. You can look up which claims apply in the EU register of health claims.
To be honest: whether a phrase like “for healthy aging” counts as a general reference or as a separate, unauthorized claim is a matter of interpretation. When in doubt, leave it out – or have it reviewed in advance.
If you use an authorized claim, labeling or advertising must also carry mandatory information: a statement on the importance of a varied and balanced diet and a healthy lifestyle, the quantity and pattern of consumption needed for the claimed effect, where appropriate a statement for persons who should avoid the food, and, where needed, a warning (Art. 10(2)). More in Health claims: what you may advertise.
Explain research without selling it
Aging research produces fascinating stories – and with them, a temptation. It now describes twelve hallmarks of aging, from cellular senescence to chronic inflammation (López-Otín et al., Cell 2023). This work explains mechanisms. It says nothing about what a particular capsule does.
Three rules help you share knowledge without falling into the claims trap:
- Keep information and advertising apart: explain research in its own factual context – for example in a talk or a guide. Do not link it to the promise that your product does the same. Even a study citation next to a product can suggest a relationship with health and thus be a health claim.
- Label animal data: “In studies in mice …” is an honest framing. Do not draw conclusions from it about humans or about your product.
- No names as a seal of approval: well-known researchers or doctors next to your offer look like an endorsement – even if they never gave one.
Training, spa, coaching: advertising services honestly
The health claims regulation does not apply to services, but unfair competition law does. In Germany, a commercial practice is misleading if it contains untrue statements or other statements likely to deceive – among other things about the results to be expected from use (Section 5(2) no. 1 UWG). The untrue claim that a product or service can cure illnesses, dysfunctions or malformations is always unfair towards consumers (Annex No. 17 UWG). Austria has the same rule (Section 2 and Annex No. 17 of the UWG).
In Germany, as soon as your advertising refers to recognizing, eliminating or alleviating diseases, the Therapeutic Products Advertising Act (HWG) also applies (Section 1(1) no. 2(a) HWG). It is then misleading, for example, to attribute a therapeutic effect to a procedure that it does not have, or to falsely create the impression that success can be expected with certainty (Section 3 HWG).
For your gym, spa or clinic, this means: describe concretely what you offer – which service, how often, with what goal. Physical activity, sleep and nutrition are among the most thoroughly studied lifestyle factors – you may say so in factual terms. A promise like “lowers your biological age”, on the other hand, is one you must be able to prove. Biological-age measurements are mainly research tools today; more in Measuring biological age.
Switzerland: its own list, the same basic rules
In Switzerland, foods and therefore food supplements are governed by Swiss law: the Foodstuffs Act (LMG), the Foodstuffs and Utility Articles Ordinance (LGV) and the FDHA Ordinance on Food Information (LIV). The basic rules closely resemble those of the EU – the route to a new claim does not.
- Protection against deception: all information about foods must be true, and advertising must not deceive – for example about special effects (Art. 18 LMG). Prohibited are claims about effects a food does not have according to current science or that are not sufficiently established, and references to preventing, treating or curing a human disease; authorized nutrition and health claims remain permitted (Art. 12(2)(a) and (c) LGV).
- Its own list: health claims are only allowed if they are provided for in Annex 14 LIV (Art. 31(2) LIV). Unlike in the EU, the Federal Food Safety and Veterinary Office (FSVO, in German BLV) can authorize a claim that is not listed on a case-by-case basis, if it is backed by generally recognized scientific data (Art. 31(3) and Art. 33 LIV, Art. 38(2) LGV).
- No aging in Annex 14: the terms aging, longevity, lifespan, anti-aging, senescence, telomeres, autophagy, sirtuins and inflammation do not appear in the LIV (as of 1 July 2025; we searched the German text). The claims on protecting cells from oxidative stress for copper, manganese, riboflavin, selenium, vitamin C, vitamin E and zinc appear there with the same wording as in the EU list – with conditions of use under Swiss law. Many wordings match, but Annex 14 is still a list of its own: check every claim there.
- General references and prohibitions as in the EU: references to non-specific benefits for overall health or health-related well-being must be accompanied by a claim from Annex 14 or one authorized by the FSVO (Art. 34(2) LIV). Messages about going without, claims on weight loss and recommendations of individual doctors are not allowed here either (Art. 34(4) LIV), nor are fear messages or the suggestion that a balanced diet is generally insufficient (Art. 35(1)(h) and (i) LIV).
If you advertise genetic analyses in Switzerland, the Federal Act on Human Genetic Testing (GUMG) also applies. Advertising to the public for genetic testing in a medical context is prohibited, except for persons authorized to prescribe such tests (Art. 14(1) and (2) GUMG). Advertising for genetic tests outside medicine must indicate the requirements for prescription, for providing information and for disclosing the results, and must not mislead (Art. 14(3) GUMG, Art. 4(2) of the Ordinance on Human Genetic Testing, GUMV). Advertising to the public includes brochures, posters, advertisements, advertising via electronic media and talks for lay audiences (Art. 4(3) GUMV).
Two practical consequences: in Switzerland, analyses on an increased risk of sports injuries belong to the medical field (Art. 37(2) GUMV) – so a gym may not advertise them to the public. And a post for a lifestyle analysis must state, for example, that only authorized health professionals may prescribe it and that the sample is collected in their presence (Art. 34 GUMG).
Do and don’t: longevity wording compared
The examples are general. Check every statement for your specific offer and your country.
| Do | Don’t | Why |
|---|---|---|
| “Vitamin C contributes to the protection of cells from oxidative stress.” (only if the product is at least a source of vitamin C) | “Our capsules stop cellular aging.” | Authorized claims only (Art. 10(1) of Regulation (EC) No 1924/2006); there are none on aging |
| A general reference to well-being, directly accompanied by an authorized claim | “For a long, healthy life” as the only statement | General references only with an accompanying specific claim (Art. 10(3)) |
| “Exercise, sleep and nutrition are the foundation – supplements can complement them.” | “After 40, food alone is no longer enough.” | Must not suggest that a balanced diet is generally insufficient (Art. 3(d)) |
| “Research describes autophagy as one of the processes linked to aging.” (in an information section, without reference to a product) | “Scientifically proven: our product activates autophagy like fasting.” | Unauthorized health claim (Art. 2(2)(5), Art. 10(1)) |
| “A training program with strength and endurance sessions, tailored to your goals.” | “Our longevity training lowers your biological age.” | Statements about expected results must be true and verifiable (Section 5(2) no. 1 UWG) |
| “Exercise is part of a healthy lifestyle.” | “Our program protects against dementia and heart attacks.” | Disease claim: prohibited for foods (Art. 7(3) of Regulation (EU) No 1169/2011); for services in Germany, therapeutic advertising law (Sections 1 and 3 HWG) |
| “The analysis shows your genetic predisposition, for example for power or endurance.” | “Our genetic test tells you how long you will live.” | Misleading about the result (Section 5 UWG); a genetic analysis does not measure age |
| A product name plus a related authorized claim on the same pack | A fancy name like “Forever Young Capsules” without an accompanying claim | Trade marks and fancy names with a health connotation only with an accompanying claim (Art. 1(3)) |
| “Our team has completed NOVO Academy training.” (if true) | “Recommended by longevity doctor Dr. X” | References to recommendations of individual doctors are not allowed (Art. 12(c)) |
Checklist before every publication
- Not a word about preventing, treating or curing diseases – not in images, videos or comments either.
- No statement that a product slows, stops or reverses aging, rejuvenates, extends life or lowers biological age.
- For food supplements, authorized claims only, with the conditions of use met and the mandatory information under Art. 10(2).
- General statements about well-being only with an accompanying authorized claim.
- Product and brand names have been checked for hidden health promises.
- Research is described factually, animal data are labeled as such, and no study citation sits next to a product as proof of effect.
- No fear messages and no recommendations from individual doctors or well-known researchers.
- Services are described concretely; every promise of results is true and verifiable.
- A second person has proofread – when in doubt, a qualified expert.
Frequently asked questions
Can I use “anti-aging” for a food supplement?
Do the health claim rules also apply to my training or spa treatment?
Can I cite studies from aging research?
Can I advertise that my offer lowers biological age?
Can I advertise with a doctor’s or an expert’s recommendation?
Related: Health claims: what you may advertise · Advertising genetic tests · Measuring biological age
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Become a partner →The Novogenia longevity lineNote: This guide is general information for businesses and professionals and does not replace medical or legal advice. Novogenia longevity products are food supplements and not a substitute for a balanced, varied diet and a healthy lifestyle; statements in this guide are not promises of cure and not statements on the prevention, treatment or healing of diseases. Recommendations derived from genetic analyses are logical conclusions, not scientifically proven. Regulations can change; errors and changes excepted.