On May 7, 2026, the New Zealand Ministry for Primary Industries (MPI) issued Regulatory Reminder F18/26 regarding dietary supplements exported to China. The key points are as follows:
(1) On April 29, 2026, China's State Administration for Market Regulation (SAMR) launched a six-month special enforcement campaign targeting false and illegal advertising in online sales of health foods. The campaign covers all foods involving health claims, including export products classified as dietary supplements under New Zealand regulations.
(2) The regulatory scope covers all entities across the supply chain, including food manufacturers and distributors. Enforcement priorities include food claims related to disease prevention or treatment, the use of medical terminology, exaggerated or unsubstantiated health function claims, and false claims regarding the origin, ingredients, certifications, and testing results of imported foods.
(3) MPI requires relevant New Zealand exporters to strictly align with Chinese regulatory requirements and the latest platform rules. Exporters are advised to comprehensively review product descriptions, advertisements, labels, and livestream scripts; remove prohibited disease-related statements, medical terminology, and exaggerated health claims; clearly display mandatory warning statements; and strengthen compliance management of third-party partners such as agents, influencers, and service providers to avoid violations that may affect exported products.
Consumer News Region