The advertising industry's voluntary self-regulatory programs operated by BBB National Programs report a 50 percent uptick in competitor challenges concerning health-related advertising claims in the past year. 

BBB National Programs explains that there "were multiple challenges to products touting health and wellness benefits for traditional over-the-counter drugs, as well as natural alternatives that purported to offer similar relief or alternative wellness benefits."  

Federal regulations include specific requirements governing product labeling and claims. Consult with an attorney early in the product development process to ensure that your marketing strategy and product labeling align with applicable regulatory requirements.