Responsible Influencer Marketing for Food Supplements | Key Takeaways from EHPM Summit

As influencer marketing continues to mature, one thing is becoming increasingly clear: in regulated industries, creativity alone isn't enough.

Brands need confidence that campaigns are compliant. Creators need guidance they can actually understand. Consumers deserve content they can trust.

These were some of the key themes discussed at the inaugural EHPM Food Supplement Summit, where Pepper's Co-founder and Director, Beckii Flint, joined scientists, policymakers, regulators and industry leaders to explore the future of responsible influencer marketing across Europe.

Hosted by the European Federation of Associations of Health Product Manufacturers (EHPM), the summit focused on how food supplements can support preventative health while navigating an evolving regulatory landscape. Alongside discussions on sustainability, novel foods, packaging, contaminants, public health policy and responsible communication, one session explored an increasingly important topic: how brands can work responsibly with influencers.

A Conversation About Trust

Influencer marketing has become one of the most powerful ways for brands to communicate with consumers.

Unlike traditional advertising, creators build communities through familiarity, authenticity and ongoing relationships. Audiences choose to follow them, making recommendations feel more like modern word-of-mouth than advertising.

But that trust also creates responsibility.

As Beckii explained during the panel, success in this space isn't about finding the most persuasive creator. It's about creating the right conditions for responsible communication.

That means helping creators understand where the boundaries are, rather than expecting them to navigate complex regulations alone.

The Biggest Challenge Isn't Bad Intentions

One of the strongest themes from the presentation was that most influencer compliance mistakes are unintentional, particularly in regulated categories like food supplements.

Creators often receive little formal training on advertising regulations, while platform guidance rarely covers the nuance required for sectors involving health claims, nutrition or consumer wellbeing.

Rather than assuming creators already know the rules, brands should recognise that education is part of the partnership.

As the industry continues to evolve, responsible collaboration will become just as important as creative execution.

Responsible Influencer Marketing Starts Long Before Posting

During the session, Beckii shared a practical three-step framework for building compliant influencer campaigns.

1. Vet creators beyond follower count

The right creator isn't simply the one with the biggest audience.

Brands should consider:

• Relevant content expertise
• Responsible tone of voice
• Previous brand claims
• Audience suitability
• Clear advertising disclosures
• Potential red flags around topics such as body image or "quick fixes"

Category fit often matters far more than reach.

2. Invest in better briefs

A good influencer brief shouldn't restrict creativity.

It should provide freedom within clear boundaries.

For regulated industries, that means including:

• Campaign objectives
• Approved product descriptions
• Permitted health claims
• Key messages
• Disclosure requirements
• Community management guidance
• Review and approval processes

As Beckii put it during the presentation, the goal is to make the right thing easy, and the risky thing obvious.

3. Support creators after content goes live

Compliance doesn't end when the content is approved.

Brands should continue supporting creators by:

• Reviewing content before publication
• Checking disclosures and claims
• Preparing for community questions
• Monitoring comments
• Using campaign learnings to improve future education

The strongest partnerships don't stop at sign-off. They continue throughout the campaign lifecycle.

One Simple Addition That Could Save Time and Reduce Risk

One particularly practical recommendation from the session was introducing a concept stage before filming begins.

Rather than reviewing completed content for the first time, creators submit a short written outline covering:

• Their proposed format
• Opening hook
• Structure
• Key messages

This gives brands an opportunity to identify potential compliance issues before production starts, helping avoid expensive reshoots, delays and frustration for everyone involved.

Why This Matters Beyond Food Supplements

Although the discussion focused on food supplements, the principles apply across every regulated industry.

Whether you're working in healthcare, financial services, alcohol, gambling, pharmaceuticals or children's products, influencer marketing is becoming more accountable.

Consumers expect transparency.

Regulators expect compliance.

Creators expect clear guidance.

Brands that invest in better partnerships today will be far better placed as regulations continue to evolve.

Collaboration Is the Only Way Forward

A consistent message throughout the EHPM Food Supplement Summit was that progress depends on dialogue.

Bringing together regulators, policymakers, scientists, brands and industry experts created an opportunity to discuss how innovation and responsible marketing can work together, rather than against one another.

As Europe's regulatory landscape continues to evolve, collaboration across the industry will be essential to maintaining consumer trust while enabling effective communication.

We're particularly excited to see the rollout of the new practical guidance being developed for both brands and creators promoting food supplements.

Pepper's View

Responsible influencer marketing isn't about limiting creativity.

It's about creating campaigns that are effective because they're trustworthy.

At Pepper, we believe the best influencer partnerships happen when creators are treated as collaborators, not simply distribution channels. That means choosing the right people, briefing them clearly and supporting them throughout every stage of the campaign.

Because responsible influence doesn't happen by accident.

It happens by design.

Need support running compliant influencer campaigns?

Whether you're launching a food supplement, navigating regulated communications or simply looking to strengthen your influencer strategy, our team helps brands build creator partnerships that balance creativity with compliance.

If you'd like to learn more about responsible influencer marketing or discuss your next campaign, we'd love to chat.

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