The Clever Tactics of Influencers: Four Secrets to Stirring Up a Desire for Supplements

In the morning kitchen, a colorful array of capsules lines up. A favorite influencer introduces them one by one.

For beauty, daily vitality, and future health. The life on the other side of the screen seems well-organized, making you feel, "Maybe I'm missing something too."

However, was that anxiety present even before watching the video?

German media "Fehmarn24" reported on November 9, 2026, about the issue of supplement advertisements spreading on social media. What emerges from consumer group surveys is not just product descriptions. It is a sales method that stimulates viewers' anxiety, fosters familiarity, and ultimately leads to purchases.

In Japan too, supplement introductions naturally blend into posts about beauty, muscle training, parenting, and health management. The reason it cannot be dismissed as a foreign issue is that we receive a feeling of "I can trust this person" along with the product.

The blurred boundary between health information and advertising seen from 804 posts

A German consumer group investigated the Instagram and TikTok posts of 27 influencers in the fields of fitness, beauty, and family.

In the published survey explanation, 804 out of the 1,662 collected were analyzed in detail concerning supplements and other foods.

There were 378 posts that mentioned a relationship with health. Of these, the group evaluated that only 5 complied with EU regulations. Furthermore, 160 posts, about 20%, gave the impression that food could prevent, treat, or cure diseases.

The original article also includes examples of posts suggesting that vitamin D protects against cancer and Alzheimer's disease and prevents diabetes. The role nutrients play in the body and the claim that a specific product can prevent disease must be considered separately.

However, caution is needed in interpreting the numbers. This is the consumer group's evaluation of the selected 27 people's posts and does not indicate the violation rate across all social media. It is also not a clinical trial verifying whether individual products are effective.

Still, it serves as material to consider how much health expectations can be inflated within product introductions that blend into daily life.

Trick 1: Creating anxiety by suggesting "What you have now is not enough"

The initial entry point is not the product's appeal but distrust in one's lifestyle.

"Just eating normally is not enough nutrition," "There are many harmful things in food." When such explanations are repeated, meals that seemed ordinary until yesterday suddenly feel unreliable.

According to the original article, some of the surveyed posts highlighted fatigue and skin changes as signs of serious illness or nutritional deficiency, recommending supplements as an easy solution.

What is happening here is a short distance connection between familiar concerns and the necessity of products.

For example, for someone tired from work or housework, an explanation that narrows down the reason for fatigue and even suggests a solution appears attractive. However, just because symptoms mentioned in a video match one's own does not mean the cause is understood.

What you want to confirm before purchasing is whether there is a real basis for the deficiency.

The more you feel that vague anxiety can only be filled with a specific product, the more meaningful it is to step away from the screen once.

Trick 2: Appearing expert-like with "According to research"

Research, papers, data. These words have the power to make explanations seem trustworthy.

The survey introduced in the original article pointed out cases where scientific research was mentioned without showing specific sources. Omissions of research content and interpretations out of context are also issues.

When confirming scientific evidence, it is not enough to just check if a paper exists.

Is it research involving humans? What kind of people were studied? What were the amounts and duration of use? And is the researched item the same as the product currently being sold?

These are separate confirmation items.

Even if research exists on a certain ingredient, it does not automatically lead to the conclusion that everyone should take the product daily.

Clear explanations are appreciated. However, it is important to check whether conditions and limitations have disappeared for the sake of clarity. Distinguishing between the "scientific" atmosphere and verifiable scientific evidence is crucial.

Trick 3: Turning "It worked for me" into an answer for you

Long-standing skin concerns. A bothersome bloated stomach. Days when nothing seemed to work.

At the end of such stories, a product appears with the statement, "Meeting this changed everything." After knowing the struggles, it's hard to take that statement as mere advertising.

Personal experiences resonate strongly because there are emotions that numbers alone cannot convey. People with the same concerns are more likely to find hope there.

However, not denying the experience and considering it as proof of a product's effectiveness are different things.

When someone starts using something, their diet, sleep, exercise, or treatment may also have changed. There may be fluctuations in health itself. Even if the change is real for the person, the cause cannot be determined from that story alone.

Moreover, age, diet, chronic conditions, and medication status differ between that person and oneself.

While feeling happy for someone else's improvement, it's okay to separately consider whether it's necessary for oneself. Supporting someone does not need to be linked to purchasing the same product.

Trick 4: Taking away time to think with "Only today"

Feeling anxious, convinced by explanations, and moved by success stories. Right after that, limited coupons or low stock notifications appear.

Then, the focus of judgment shifts from "Do I need it?" to "Will I lose out if I don't buy it now?"

The original article also mentions the method of rushing purchases through limited sales conditions. The consumer group recommends staying calm and comparing without being swayed by pressure.

Discounts themselves are not bad. However, a discount does not prove health necessity.

If considering a purchase, look at not only the price but also the daily intake, precautions, and costs if continued. For subscriptions, consider the price for subsequent deliveries and cancellation conditions.

Missing today's coupon is not the same as missing a health opportunity.

On social media, there are voices saying "I won't buy anymore" and "I want to discern"

Questions about supplement advertising are also raised from the side of social media users.

What is introduced here are voices confirmed in related public posts, not direct reactions to this German report. The gist is summarized in Japanese and does not represent the opinions of all social media users.

In a thread on Reddit's "r/skeptic" dealing with influencer supplement sales, comments suggesting refraining from purchasing when seeing the combination of influencers and supplements can be confirmed. These are voices wary of the advertising mechanism itself.

On the other hand, a poster looking for everyday use products on "r/Supplements" expressed skepticism about companies using many influencers and podcasters, yet stated they would consider it if the product is truly good and worth the price.

What can be seen from these two voices is not just simple agreement or disagreement.

Some people want to keep a distance from advertisements, while others want to use necessary products but distinguish between the amount of advertising and the product's actual capability. Interest in supplements and distrust in sales methods can coexist.

However, critical comments alone do not serve as definitive evaluations of products. Both rave reviews and strongly negative posts require a stance of verifying the basis separately.

In Japan, "PR means it's safe" and "Registered means government endorsement" are different

When looking at this issue in Japan, it's important to separately confirm the indication that something is an advertisement and the explanation of health effects.

From October 1, 2023, displays that consumers cannot recognize as advertisements despite being advertisements fall under the regulation of the Act against Unjustifiable Premiums and Misleading Representations. This includes posts requested or instructed by companies to influencers.

Under this stealth marketing regulation, the primary targets are advertisers supplying products or services. It is not accurate to say that all influencers who receive requests are direct targets of this regulation.

Also, the presence of a PR indication does not guarantee the product's effectiveness or safety. Knowing something is an advertisement and the appropriateness of the explanation content are separate issues.

The term "Foods with Function Claims" should also be understood correctly.

This is a system where businesses submit scientific evidence of safety and functionality before sales and display functionality under their responsibility. Unlike "Tokuho" (Foods for Specified Health Uses), it is not a system where the government individually reviews each item.

The explanation "submitted to the Consumer Affairs Agency" should not be read as "the government has certified the effectiveness of this product." It's also important to check if the content spoken in advertisements exceeds the scope of the submission.

Consumer Affairs Agency also warns against the psychology of "believing because it's recommended"

Japan's Consumer Affairs Agency highlights scenes of accepting influencer recommendations without doubt in educational content introducing the incorrect use of health foods.

One such example is "idol worship." It describes a situation where someone believes in and practices the effects and usage of supplements introduced by their favorite person, only to realize that the recommended intake greatly exceeded the guideline amount.

What needs attention here is overlapping likability with expertise.

Speaking sincerely. Valuing family. Supporting them for a long time. Such impressions can be reasons to like someone. However, they do not serve as grounds for determining the appropriate intake for oneself.

When talking with children or young people, simply denying such posts with "You shouldn't believe that" makes it hard to share perspectives.

Who is selling it? What is the basis for recommending it? Who benefits from the purchase? Confirming these questions together can be helpful when encountering other products.

Supplements are neither "all unnecessary" nor "necessary for everyone"

It's not appropriate to directly connect criticism of advertisements to the denial of all supplements.

The German Nutrition Society explains that healthy people who eat a balanced diet can usually obtain the necessary nutrients from food. However, it also acknowledges that supplementation may be necessary for certain life situations or specific nutrients.

Examples include folic acid when planning pregnancy and vitamin B12 in a strict vegetarian diet. Conditions vary depending on whether eggs or dairy products are consumed, so the same explanation should not be applied to everyone.

Also, avoid directly translating overseas intake recommendations to individual dosages in Japan.

If there are chronic conditions or ongoing medication, or if poor health persists, do not try to solve it by purchasing products alone. Consult with a doctor or pharmacist. Necessary tests and supplementation content should be judged based on symptoms, diet, and living conditions.

The important thing is to shift the judgment order from "taking it because it's popular" to "using it because there is a reason I need it."

Five things to check before buying

Even if it's difficult to decipher all research, you can have questions to pause and consider.

• Is there a reason other than the advertisement's explanation for thinking it's necessary for me?
• Can I verify the source and conditions of the research myself?
• Am I receiving personal anecdotes as effects that occur for everyone?
• Have I checked the intake amount, precautions, and ingredient overlap with products I already have?
• Would I want to buy this product even without a discount?

Wanting to be healthy, beautiful, and protect family are natural feelings. That's why advertisements that appeal to these feelings have strong power.

It's okay to continue watching a favorite broadcaster while choosing not to buy the recommended product.

Before turning someone else's habits on the other side of the screen into your essentials, reconsider "What does this supplement for me?" If you can't find an answer to that question, not rushing to purchase can also be an action that values your health.

Sources and References

1. Fehmarn24 "Nahrungsergänzungsmittel: 4 Werbetricks von Influencern"
   Published on November 9, 2026. Introduces the survey overview and four advertising methods.
   https://www.fehmarn24.de/leben/gesundheit/nahrungsergaenzungsmittel-werbetricks-von-influencern-zr-94580452.html

2. Consumer group's announcement "Zwischen Angstmache und fragwürdigen Gesundheitsversprechen" repost page
   Confirms survey numbers such as 1,662 collected, 804 analyzed, 378 health-related displays, 160 giving disease-related impressions. Evaluation subject is the consumer group.sommer-gebe.de
   https://www.sommer-gebe.de/aktuelles/inhalte/ratgeber/2026/11/zwischen-angstmache-und-fragwuerdigen-gesundheitsversprechen

3. German Nutrition Society (DGE) "FAQ Nahrungsergänzungsmittel"
   About supplement use by healthy people, necessary nutrient supplementation in specific situations, and consultation when there are chronic conditions or medications.DGE
   https://www.dge.de/gesunde-ernaehrung/faq/nahrungsergaenzungsmittel/

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