Vitamin brand hits back after $26k fine for false Alzheimer’s claim

The founder of cult vitamin and wellness brand JSHealth has spoken out after it was fined $26,640 for unlawful advertising, having claimed its products could prevent “serious health conditions” such as cancer and Alzheimer’s disease.

Jessica Sepel hit back at commentary surrounding the fine in a post to her Instagram followers with the message “rumours are carried by haters, spread by fools and accepted by idiots”.

“The truth always wins,” she captioned the story.

The brand said it wanted to “clarify” its claims about its Turmeric+ product, saying they were based on a substance called C3 turmeric extract which is found in the supplement.

“ … we briefly discussed C3 turmeric extract, an ingredient in our Turmeric+ formula, citing the research studies behind this isolated ingredient, as we found them to be interesting,” JSHealth said on Instagram.

“It was never our intention to suggest that those studies relate to our formula itself, but simply the ingredient C3 extract alone.”

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.

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

“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,” the 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.

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.

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