Marketing Statements for Kava: Best Practices and Guidelines

As kava is marketed as either a food or dietary supplement in the United States – not a drug – there are restrictions on the statements that can be made regarding kava products in marketing materials. No therapeutic, diagnostic, curative, medical, and/or preventative claims can be made about kava without approval by the United States Food and Drug Administration. It must be made clear that kava products are not intended to diagnose, treat, cure, or prevent any disease.

In the supplement industry, action is taken against many manufacturers and distributors in relation to label claims or claims made on other marketings materials (websites, social media channels, etc). Even customer testimonials or reviews that include statements that the product diagnosed, treated, cured, or prevented a disease are not allowed. 

Any clinically diagnosed condition cannot be said to be helped by dietary supplements. Some examples include depression, anxiety, posttraumatic stress disorder, and insomnia. Alternative statements that can be used include relieves stress or promotes better sleep.

In the below table, examples of the above are separated into acceptable and unacceptable.

UNACCEPTABLE

ACCEPTABLE

Kava prevents seizures

Kava is a pain reliever

Kava is a muscle relaxant

Kava helps with weight loss and weight management

Helps maintain a healthy weight

Kava improves digestion

Helps maintain healthy digestion

Kava cures insomnia

Helps with the occasional sleepless night

Kava treats anxiety

Helps with occasional/everyday stress

Kava is anticancer

Kava is anti-inflammatory

Kava has neurological benefits

Maintains cognitive health

Kava is anxiolytic

Helps with occasional/everyday anxiety

Kava is analgesic

Kava is useful for smoking cessation

Kava is a safe alternative to alcohol

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Q&A with Tyler Blythe, Co-Founder of Root of Happiness®