Supplement Marketing: Immediate and Potential Consequences of FDA’s ban of NMN

March 25, 2023
FDA bans supplements with NMN

The FDA recently issued a ban on NMN (Nicotinamide Mononucleotide) in dietary supplements. The Food and Drug Administration (FDA) is responsible for ensuring the safety of dietary supplements sold in the United States. This decision will have a significant impact on the supplement marketing industry not only now but also in the future.

NMN Being Considered as a Drug, not a Supplement

Recently, there has been a growing concern about the use of nicotinamide mononucleotide (NMN) in dietary supplements. NMN is a molecule that has been shown to increase levels of nicotinamide adenine dinucleotide (NAD+) in cells, which can have potential health benefits. In consequence, NMN is being considered as a possible new drug. As a result, manufacturers are no longer permitted to promote it as an unregulated dietary supplement. This ruling has caused worry among NMN users and the dietary supplement sector alike. These series of decisions have immediate and potential consequences for supplement marketing, as NMN is a key ingredient in many popular dietary supplements.

NMN is a compound found naturally in some foods like broccoli, edamame beans, and avocado. It is believed to promote anti-aging benefits by boosting NAD+ levels in cells, which play an essential role in energy production and DNA repair. For this reason, many supplement manufacturers included NMN in their formulas, and inserted anti-aging claims in their supplement marketing materials. However, there are also concerns about its safety and effectiveness as well as its legality when used in dietary supplements. The reason behind this ban is that there isn’t enough evidence to prove its safety and efficacy.

FDA Signals Increased Oversight

Furthermore, this ban could be a sign of an increased level of scrutiny by the FDA over other ingredients in dietary supplement marketing. Public pressure has been mounting on the FDA to increase regulations on supplement brands to prevent them from including new ingredients without sufficient evidence supporting their effectiveness or safety claims.

With this new regulation from the FDA, companies won’t be able to manufacture products containing NMN or deploy supplement marketing campaigns of anymore. The need to comply with strict regulations for getting approval to sell them as drugs instead of supplements will move NMN into pharma territory. This process may take years and cost millions of dollars for clinical research and development.

More specifically, the Federal Trade Commission (FTC) will continue to step up their oversight and enforcement efforts on anti-aging supplements to ensure they don’t contain NMN or make unsubstantiated claims. The FTC is a regulatory agency which has – among many other – the role of oversight and enforcement of advertising practices in the US. They have been particularly hawkish in their enforcement of supplement marketing campaigns over the last few years. Their enforcement actions and decisions have resulted in multi-million lawsuits and fines against many health brands.

Amazon Follows Suit and Bans NMN Supplements from Marketplace

Following this decision by the FDA, Amazon also banned the sale of dietary supplements containing nicotinamide mononucleotide (NMN) in their marketplace. Since they are the world’s largest online retailer, this move is likely soon to be followed by all other online retailers and distributors. Many people rely on Amazon to purchase their dietary supplements due to its convenience and wide selection. With this ban in place, consumers who relied on supplements with NMN will have to look elsewhere for similar products or try to find and switch to alternative anti-aging products.

Other Challenges Faced by Supplement Manufacturers

An obvious consequence is the financial impact on supplement brands who rely heavily on sales derived through Amazon. These companies are not only unable to sell their NMN-containing products through this platform, but many of them have been reportedly suspended from listing and selling their other products via Amazon. Existing inventory of NMN based products would need to be discarded, which could translate into significant losses for some supplement manufacturers. Furthermore, these companies may experience a significant drop in revenue since they rely heavily on Amazon for their supplement marketing efforts.

Another challenge facing supplement makers in this category would be developing new formulations without using the controversial ingredient NMN. The compound had gained popularity in recent years for its anti-aging properties. While there have been some studies showing that NMN can increase NAD+ levels, there is still limited evidence on its safety and efficacy when used long-term or at high doses. The FDA must weigh these factors against potential benefits before allowing the marketing of supplements containing this compound.

Some manufacturers also argue that the ban may stifle innovation within the supplement industry. Companies could be hesitant to invest in research and development of new products containing NMN or other similar compounds due to regulatory uncertainty. This could result in a lack of progress towards finding effective dietary supplements for a variety of health issues and concerns.

Opportunities Ahead for Supplement Brands

Despite these challenges, there are also opportunities that arise from regulating NMN-containing dietary supplements more strictly. For example, it could encourage more rigorous testing procedures for all dietary supplements sold in the US, leading to improved safety standards overall.

Additionally, if companies are forced to reformulate their products without using NMN, they may turn towards alternative compounds with better-established safety profiles which could lead to further scientific advancements in this field. Supplement brands can continue selling effective anti-aging products as long as they don’t include NMN in their formulations or make unsubstantiated health claims in their supplement marketing materials.

As a supplement marketing agency, we also see how manufacturers can put a positive spin on this issue. Companies producing quality nutritional supplements can potentially even see an uptick in trustworthiness among customers by avoiding the usage of controversial ingredients such as NMN. We foresee the inclusion of clarifying messages in packaging and labeling featuring claims such as “all-natural,” “organic,” “Toxic-Free” or even “NMN-Free.”


In conclusion, the FDA ban on dietary supplements containing NMN has significant immediate and potential consequences for consumers, manufacturers, and supplement marketing practices. While there are concerns about NMN’s safety profile, it is the FDA’s role to weigh these against potential benefits when making any decisions regarding regulation status within this industry. New and established supplement brands need to remain nimble and innovative, taking proactive actions to avoid the negative effects of regulatory action. Manufacturers in the health and wellness industry need to continue implementing internal guard rails at every step of the process, from formulation to labeling, and down to their supplement marketing materials.

Cause Per Click is a digital marketing agency. We specialize in nonprofit marketing and dietary supplement marketing, helping socially responsible brands grow their online presence and get results that make an impact.