Ask the expert: With AI-generated reviews and pictures, how can we tell who to trust in the supplements and wellness space?

“Online reviews can be useful for understanding user experiences, but they should not be treated as scientific evidence of a product’s effectiveness. Individual outcomes can vary significantly depending on factors such as age, lifestyle, diet, and overall health status. Plus, with the increasing prevalence of fake reviews and AI-generated content, consumers should approach testimonials with a healthy degree of scepticism. 

Look beyond the marketing claims

Established brands that invest in long-term research and development, conduct human clinical studies where appropriate, and implement rigorous quality control measures generally inspire greater trust. Importantly, this kind of research should be built over time rather than introduced simply as a marketing claim. 

Beyond controlled trials, we at Suntory Wellness now run real-world evidence studies like our Wellness Life Study, tracking over 3,500 health indicators across thousands of consumers over time. This combination of long-term research and real-world validation provides a stronger foundation for understanding how an ingredient performs beyond the controlled environment of a laboratory.

Consumers should look for evidence from human clinical studies, particularly research published in peer-reviewed scientific journals. It is also important to determine whether the specific ingredient, formulation and dosage have been studied, rather than relying on broad claims about a category of ingredients.

In addition, products that have been available on the market for many years may provide further reassurance, as a long track record can reflect consistent quality standards, sustained consumer trust and extensive real-world safety experience.

How and where the product is made

One important indicator is whether the product is manufactured in facilities that comply with relevant Good Manufacturing Practice (GMP) standards. GMP provides a strong foundation by ensuring products are consistently manufactured and controlled according to established quality requirements.

Beyond manufacturing standards, consumers should also consider how transparent and accountable a company is. A reputable brand should have an accessible customer service centre where consumers can easily seek information about product ingredients, usage, quality or safety, and report any concerns.

In Singapore, the Health Sciences Authority (HSA) does not pre-approve most health supplements before they are marketed, unlike prescription medicines. Instead, manufacturers and importers are responsible for ensuring their products are safe, comply with the respective regulations, and do not contain prohibited or undeclared substances. However, post-market surveillance and monitoring are carried out by HSA through inspections, testing and enforcement actions when safety or compliance issues arise.

Red flags

One of the most common red flags is exaggerated or unrealistic claims, such as promising to cure diseases, deliver immediate results or work as a ‘miracle’ solution. Another red flag is a lack of transparency. Consumers should be cautious if a product does not clearly disclose its ingredients, dosage, manufacturer or distributor, or if there is little information about the company behind the brand. 

Price can also be an indicator. Products sold at prices that are significantly lower than the market average, particularly through unofficial channels, may warrant additional caution as they could be counterfeit, diverted or improperly stored. Additionally, consumers should be cautious of brands that provide no accessible customer service or after-sales support. 

Be more discerning when shopping online

First, purchase supplements from authorised brand websites, official online stores or reputable retailers where product authenticity is more likely to be assured. Second, review the product label carefully. Check the ingredient list, dosage, recommended usage and any precautions.

Third, research the company behind the product. Consider its reputation, commitment to scientific research, manufacturing and quality standards, regulatory compliance, and whether it provides accessible customer support to answer questions about its products. 

Finally, remember that supplements are intended to complement — not replace — a balanced diet and healthy lifestyle. If you have an underlying medical condition, are taking prescription medications, or are pregnant or breastfeeding, it is advisable to consult a qualified healthcare professional before starting a new supplement.”

Jack Wong (Ph.D) is Director of Research and Development at Suntory Wellness Asia Pacific and Head of Scientific Innovation and Regulatory Affairs at NBD Healthcare, a subsidiary of the Suntory Group.