Any truthful and not misleading claims can be made for products marketed in the US, unless specifically prohibited or regulated.
FDA also regulates certain claims made for conventional food and dietary supplement labels, including health claims, nutrient content claims and structure/function claims.
VI. HEALTH CLAIMS
Health claims describe the relationship between a food or food component and reduced risk of disease or health-related condition (21 CFR 101.14), e.g. “Adequate calcium throughout life, as part of a well-balanced diet, may reduce the risk of osteoporosis.” Health claims are limited to authorized health claims and qualified health claims.
Authorized health claims require pre-approval by the Food and Drug Administration (FDA) based on significant scientific agreement among qualified experts that the claim is supported by the totality of publicly available scientific evidence or an authoritative statement from a scientific body of the U.S. Government or the National Academy of Sciences.
FDA has also recognized certain qualified health claims submitted by petitioners that do not meet the significant scientific agreement standard where it has determined there is credible evidence to support the claim. No health claims have been approved for probiotics or prebiotics thus far. Health claims must exactly match the conditions and wording enumerated by FDA.
VII. NUTRIENT CONTENT CLAIMS
Nutrient content claims describe directly or by implication the level of a nutrient or dietary substance in a food or dietary supplement (21 CFR 101.13). Nutrient content claims are limited to those authorized by FDA. Because probiotics and prebiotics are not recognized by FDA as having established Daily Values, claims such as “good source” or “more” could not be made for these. However, certain other nutrient content claims for probiotics and prebiotics could be made, including, for instance, an accurate quantitative statement that does not otherwise characterize the nutrient level in the product (e.g., “2 g per serving”).
VIII. STRUCTURE/FUNCTION CLAIMS
Structure/function claims describe the role of a nutrient or functional component in affecting or maintaining normal body structure or function or general well-being (21 CFR 101.93(f)), e.g. “helps maintain normal cholesterol levels already in the normal range”.
They may not state or imply that a nutrient or functional component affects a disease or health-related condition associated with a disease via diagnoses, cure, mitigation, treatment, or prevention. Such a claim would be considered a drug claim which would render the product “misbranded.”