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