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This article applies to selling in: United Kingdom

Prohibited Product Claims

Important: If you supply products for sale on Amazon, you must comply with all laws, regulations and Amazon policies applicable to those products and product listings.

The content below is for guidance only. Amazon reserves the right to remove any listing it considers to be inappropriate for sale for any reason.

General Rules on Prohibited Product Claims

We want to make it easy for customers to find, discover, and buy products on Amazon. It is important to provide customers with information about those products that is accurate and trustworthy, and that is not misleading about the qualities or characteristics of a product.

EU law protects consumers from unfair or deceptive advertising and marketing practices that raise health and safety concerns. You should review the relevant guidelines and other applicable laws and regulations, as you remain responsible for ensuring that the claims made about your products are compliant.

Certain products must be approved in the EU if they are intended to be used for the diagnosis, cure, mitigation, treatment or prevention of disease in humans or animals.

Amazon policy prohibits the sale of products that are misleading about the qualities or characteristics of the product.

Prohibited Product Claims for Diseases or Other Medical Conditions

Per EU law, Amazon prohibits the sale of certain products (e.g. supplements) that claim to cure, mitigate, treat, or prevent diseases in humans. The following are some examples of diseases or medical conditions that products cannot claim or imply to cure, mitigate, treat, or prevent:

  • Acquired Immune Deficiency Syndrome (AIDS
  • Addictive substance withdrawal
  • ALS (Amyotrophic lateral sclerosis, or Lou Gehrig's disease
  • Alzheimer’s disease
  • Attention Deficit Disorder (also known as ADD or ADHD
  • Autism
  • Bronchitis
  • Blood Clots
  • Cancer or Tumours
  • Cardiovascular diseases
  • Celiac
  • Chancroid
  • Chlamydia
  • Coronaviruses (including detail page references or keywords related to SARS, MERS and COVID-19)
  • Crohn’s
  • Cystic Fibrosis
  • Cytomegalovirus (CMV)
  • Dementia
  • Depression
  • Diabetes
  • Ebola
  • E. coli
  • Epilepsy
  • Erectile Dysfunction
  • Gonorrhea (‘The Clap’)
  • Gout
  • Hepatitis (A, B & C)
  • Herpes Simplex Virus 1 and 2 (HSV1 & HSV2)
  • Hodgkin’s Lymphoma
  • Human Immunodeficiency Virus (HIV)
  • Human Papilloma Virus (HPV)
  • Influenza
  • Kidney cirrhosis or disease
  • Liver disease
  • Lupus
  • Lymphogranuloma Venereum (LGV)
  • Methicillin-resistant Staphylococcus aureus (MRSA)
  • Meningitis
  • Mononucleosis (‘Mono’)
  • Multiple sclerosis
  • Muscular Dystrophy
  • Mycoplasma Genitalium
  • Nongonococcal Urethritis (NGU)
  • Parasites
  • Parkinson’s/ Parkinson
  • Pelvic Inflammatory Disease (PID)
  • Pneumonia
  • Pubic Lice (‘Crabs’)
  • Respiratory tract infections
  • Salmonella
  • Scabies
  • Seizures
  • Stroke
  • Syphilis
  • Trichomoniasis (‘Trich’)
  • Vancomycin-resistant enterococcus (VRE)

Other Prohibited Claims

Reminder: You should review the relevant guidelines and other applicable laws and regulations, as you remain responsible for ensuring that the claims made about your products are compliant.

  • Environmental Claims: to sell products that are marketed with environmental claims on Amazon, you must ensure that the environmental claims you make about your product are not misleading.
  • Self-evident Claims: marketing common or mandatory product characteristics as an advantage of a product is prohibited (e.g. claims such as CE certified, free of toxic materials, tested for harmful substances).
  • Test Logos and Awards: to sell products that are marketed with test logo and award claims on Amazon, you must ensure that, among others, you only use the claims in connection with the exact tested product, that details are verifiable and not outdated, and that you have obtained all necessary rights or licences.
  • Food, food supplements and associated health or nutrition claims: food and food supplement products are only permitted to make health and nutrition claims that are listed and authorised on the EU Register of nutrition and health claims made on foods.
  • E-cigarettes and component parts: marketing communications are restricted for e-cigarette devices and their component parts. Further information can be found on our Tobacco, E-Cigarettes and Related Products page and Listing Guidelines for E-cigarettes and Related Products page.

Additional resources

BREXIT:UK Government Guidance

The UK Government has released guidance on selling products in Great Britain (England, Scotland and Wales) and Northern Ireland. This guidance provides information for manufacturers, importers and distributors regarding compliance requirements from 1 January 2021, including on:

•    whether you need to change your conformity assessment;
•    when and how to use the UKCA mark;
•    requirements for technical documentation and a specific Declaration of Conformity for product sold in GB;
•    appointing an authorised representative or responsible person in the UK;
•    whether your legal responsibilities will change as a result of Brexit;
•    whether you need to provide GB importer information, and methods for doing this (including transitional arrangements until the end of 2022);
•    how to deal with existing stock;
•    what documentary evidence is required to show that products have been placed in the UK or EU before the end of the Transition Period;and
•    specific rules for selling products in NI.

We encourage you to review this guidance (linked below), alongside any other specific UK Government Guidance that applies to your product. You should consult your legal counsel if you have questions about how the laws and regulations apply to your products from 1 January 2021.

The Brexit guidance referred to above can be found here:










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