Services

Supplement marketing compliance for human and pet brands in the UK, EU and US, from the claims framework to the copy built on it.

What we do, and where to start

Every project is different and the right starting point depends on what you need. Some brands come to us for a single, self-contained job. For anything bigger we start with the compliance and messaging strategy, because that’s the piece everything else gets built on, and because work built on it doesn’t have to be unpicked later.

All compliance work is led by Victoria, a former NHS dietitian. Richard, a pharmacologist, handles the scientific substantiation on every project.

Strategy Formulation Science Labels Product pages Homepage Ads FAQ

The foundation

Compliance and Messaging Strategy

We read your formulation, cross-check the authorised claims registers at the correct doses, and work out exactly what can and can’t be said about your product. From there we build the guardrails, the claims framework and the messaging strategy your whole team works from.

If you only need the first part, that’s our Claims Bank

What you get: a single source of truth for your brand. Which claims you qualify for, how each one is substantiated, where the risk sits, and the language your team can use with confidence, across every channel and market you sell in.

Best for: brands getting a launch right, or scaling into paid traffic, retail, Amazon or a new market, who want the foundation set before anything is written.

Email us about your product

“I came to her feeling completely overwhelmed about what I could and couldn’t say in my marketing, socials, packaging and website. She helped me understand exactly which claims are allowed, which ones are risky, and how to phrase things so they’re both compliant and still sound natural and appealing to customers.”

Charlotte P, Founder of CaffiClear®

The product itself

Formulation Compliance Review and PIF Support

Before you can say anything about a product, the product itself must be compliant and properly documented. We review the formulation against the rules for your market: whether every ingredient is permitted, in a permitted form, within legal limits, and correctly handled for novel foods, additives and allergens.

From there we help you build your Product Information File. We tell you what it needs and where the gaps are, and you gather the pieces from your manufacturer and suppliers, working with someone who knows what a compliant file looks like rather than working it out alone.

We don’t sign the product off legally. That responsibility stays with you and your suppliers. What we do is make sure you know what compliant looks like and exactly how to get there.

What you get: a documented review of your formulation’s compliance for your market, plus a clear breakdown of everything your PIF needs and how to pull it together.

Best for: brands preparing to launch or enter a new market who want the product, and its paperwork, on solid ground.

“Her regulatory expertise complemented my product development work perfectly, allowing us to combine scientific, technical and regulatory perspectives into a single, coherent outcome. She was pragmatic, very responsive and a valuable extension of the wider project team.”

Dr. Adrian Massey, Food & Beverage Innovation Consultant

Before the claims are set · Timed at scoping

Scientific Substantiation Review

We read the published studies behind every active in your formulation, in full, and check them against your product’s dose, form and format. Then we join what the research supports to what the rules allow in your market, so you know which parts of your story the science carries before a pack, a campaign or an investment depends on it.

What you get: a written report on each active, showing what was tested, how closely it matches your product, and what it will and won’t support. Victoria signs off every compliance ruling.

Best for: founders preparing to launch, brand teams planning claims beyond the authorised registers, and investors assessing a formulation before they commit.

Learn more about the Scientific Substantiation Review

labels

Label work: copy, audits and pre-print checks

We write, audit and pre-print-check supplement labels, human and pet, across the UK, EU and US.

Label Copy

Clean, compliant label copy from your spec sheet, ready for your designer. We handle the mandatory elements, the claim wording and the formatting the rules require, so what reaches your designer is print-ready and won’t come back flagged. Every claim is checked against what your formulation supports.

What you get: complete, print-ready label copy for one product, built for your market and ready to lay out.

Best for: a product going to print for the first time, or a label being rewritten for a new market.

Label audit

A full compliance review of a label you already have. We go through the whole thing, the mandatory elements, the claim wording, and the substantiation behind each claim, and flag where the risk sits before it reaches print or a retail partner.

This is the deep version: not just whether the required pieces are present, but whether everything the label says will hold up.

What you get: a findings report showing what’s compliant, what’s exposed, and exactly what to change, with the rule behind each one.

Best for: a label already printed or already selling, where you want to know what’s exposed before a buyer or a complaint finds it.

Before print · 2 to 3 working days

Pre-print label check

The final check for a label about to go to print. We confirm every mandatory element is present and correctly formatted for your market, back with you in two to three working days.

Learn more and book the Pre-Print Label Check

“Victoria Metzger came highly recommended to me and she completed the regulatory work of the NEKTR packaging and a highly complex scientific document on the NEKTR recipe. I was very impressed with her efficiency and attention to detail. People like this are hard to find!”

Charles Vernon, Founder of NEKTR

Product pages

Product page copy

The product page, written on the compliant messaging strategy. With the guardrails in place, the copy is free to do its real job without straying past what your formulation supports.

We write the whole page: the claims, the selling copy, and the narrative that carries someone from landing on it to buying, with a note on how each claim is substantiated.

What you get: a complete, compliant product page, plus the substantiation notes behind every claim, ready for your team to build ads, email and retail copy from without reintroducing risk.

Best for: brands who want a product page that sells and still holds up, whether it’s a first launch or a rebuild before scaling.

*Usually starts with the strategy.

Homepage copy

Full homepage copy, written after the product page so the two say the same thing rather than pulling against each other.

What you get: a complete homepage that leads with your positioning and stays inside the boundaries your framework sets.

Best for: brands rebuilding or launching a site who want the homepage and product pages working as one.

*Usually starts with the strategy.

Already Live

Paid ad and platform compliance review

For messaging that’s already live. We review your paid ads or your platform listings, Meta, Amazon, wherever they’re running, and flag where the risk sits before the ASA, the platform or a competitor complaint gets there first.

You get the issues laid out plainly, why each one is a risk, and the wording that brings it back within the line without killing what’s working. Most of the time it’s a smaller change than people expect.

What you get: a review of your live ad or listing copy, with each risk flagged, the rule behind it, and the fix.

Best for: brands running paid traffic at a level where a complaint or a takedown would hurt, who want to know where they’re exposed before someone else points it out.

*If something’s already been flagged, email info@vjmwritingservices.com and we’ll reply the same or next working day.

“I reached out to Victoria after finding it really difficult to find clear-cut answers on what you can and can’t say with claims and specifically messaging in ads for my supplement brand. She provided me with a bunch of messaging angles that were compliant, helped massively, and I just couldn’t find anywhere else.”

Emilio Koumis, Founder of Yeubo™

Pre-print checks come back in two to three working days. Everything else is timed at scoping, so you’ll know when to expect it before we start.

Questions we get asked

Manufacturers are checking that the label works for the product they’re making. That’s not the same as checking it holds up as marketing. Most are confident on the mandatory elements and much less sure on claim wording, which is where nearly all the risk sits, and the responsibility for what a label says stays with you either way. It’s worth a second read by someone whose job is the claims rather than the production run.

Upstream of them. We work out what can and can’t be said and hand your team the framework to work from, so they can move quickly without second-guessing every claim. We’re the compliance and messaging layer, not a replacement for the people running your campaigns.

Yes, and we often do. We build the guardrails and the claims framework, and your copywriter or agency writes to it. It means their creative stays compliant without you having to be the one checking every line.

Then it’s worth looking sooner rather than later. We can review what’s live, tell you where the real risk sits, and give you wording that keeps the commercial impact while bringing it back within the rules. It’s always easier to fix before a complaint than after one.

No. We lay out the real picture, where the risk actually sits, what would hold up if it were challenged, and what your options are, and you decide how bold or cautious to be. Sometimes that’s stronger substantiation, sometimes a small wording shift, sometimes documenting a calculated risk. Our job is to give you the straight facts, not make the call for you.

Yes, this is where Richard’s scientific substantiation review comes in. He reads the studies and works out how much they genuinely support, so you can talk about the science you’re building in a way that’s credible and compliant, without getting ahead of what the evidence shows yet.

Not at all. Before launch is the best time. It’s when there’s still room to build the claims, the label and the messaging on solid ground, rather than unpicking them once they’re live and printed. Most of the expensive problems we see started as something small that nobody checked before going live.

Most work comes back within three to five working days. A pre-print label check is faster, two to three. Anything larger, a multi-SKU range or a new market, is scoped once we’ve seen the formulation, and you’ll have a realistic picture of timing before we start.

Every project is quoted as a fixed fee once we understand the scope, because a single-SKU launch and a five-SKU range moving into a new market are different pieces of work. You’ll have the fee in writing before anything starts, and it only changes if the scope does. Email us about your product and we’ll reply with what it needs and what it would cost.

Not sure which you need

Most brands aren’t. Email us with your product, your markets and your timeline, and we’ll tell you what it needs, what it would cost and what happens next. We reply the same or next working day.

Email us about your product

Rather talk it through? Book a 20 minute call.

If you work with supplement brands yourself, we also work through partners.

Here’s how that works →

“She’s a talented writer with the rare ability to produce copy that actually sells while staying well inside the lines.”

Cat King, Supplement Design & Launch Specialist

Services

What we do, and where to start

Compliance and Messaging Strategy

Formulation Compliance Review and PIF Support

Scientific Substantiation Review