Celebrity-backed vitamin brand fined

A vitamin and wellness brand backed by influencers and celebrities has been fined for unlawful advertising after it claimed its products could prevent “serious health conditions” such as cancer and Alzheimer’s disease.

JSHealth has grown a cult following since its launch in 2019, with the Sydney company now worth $798 million and selling a bottle of vitamins every 10 seconds.

The brand was founded by multi-millionaire Jessica Sepel and offers supplements, skincare, marine collagen and plant-based protein powders.

It has now been revealed the brand has been fined $26,640 by the Therapeutic Goods Administration for unlawful advertising.

JSHealth was issued with two infringement notices for alleged unlawful use of restricted and prohibited representation in advertising of listed complementary medicines.

The TGA alleged the company’s advertising included claims the product could treat or prevent serious health conditions, including cancer and Alzheimer’s disease.

“These are restricted and prohibited representations that are not permitted to be used in advertising without permission from the TGA, which the company did not have,” TGA said in a statement.

Before a company is allowed to advertise to Australian consumers that its products can treat serious health conditions, it needs to lodge an application with the TGA.

The application would need to include scientific studies and other evidence to substantiate the claim.

Ms Sepel, 33, runs the brand alongside her CEO husband Dean Steingold.

JSHealth made a major business move in July when it expanded into Chemist Warehouse, with its supplements retailing from $44.99 to $69.99 for a bottle of 60 capsules, depending on the product.

“As the brand’s founder, this is a very proud moment and a huge step for JSHealth Vitamins,” Ms Sepel said in a statement at the time.

“Since we launched four years ago, I have always said how important it is to me that Australians have easy access to our health and beauty products, and partnering with a reputable powerhouse like Chemist Warehouse really elevates that opportunity.

“I am thrilled to take this next step, and I know our dedicated community and new customers will be even more so … I believe making these products more accessible than ever will support so many.”

JSHealth is a beloved brand among influencers and celebrities across the globe, backed heavily by advertising on Instagram.

The vitamins are currently stocked in Australia, the UK and US, with its customers including Jennifer Lopez, Jessica Alba, Phoebe Tonkin, lara Worthington and Martha Kalifatidis.