Supplement advertising in the US runs on one line most people have never heard of: the difference between a structure/function claim and a disease claim. "Supports restful sleep" describes a function of the body — allowed. "Treats insomnia" names a disease — not allowed, not even implied, not even in a customer testimonial. The same rule catches "fights infection", "reduces anxiety", and "lowers blood pressure", which is why so many supplement ads you see were written by someone reading a compliance list, not just a copywriter.
Two more rules do the heavy lifting. Every claim needs substantiation — evidence the advertiser actually holds before the ad runs, not after. And every paid creator video needs a clear, unmissable disclosure of the relationship, in the video itself, not buried in hashtags. US regulators hold everyone in the chain responsible: the brand, the agency, and the production layer in between.
The EU is stricter still: only health claims from an authorized register may be used at all, worded as authorized, which is why the same product often needs two different scripts for two markets.
This is the world our briefs are built for. Every Peak Performance Studios brief carries the approved and banned phrasing for its category and market before a creator ever sees it — so the creator films freely, and the claims never improvise.