For media buyers, creators and partners
Claim checkbefore you make anything
Everything you need to know before you build an ad, video, post, landing page or email for Kosso Nutrition. The rules in short at the top, the full library with ready-made copy per product line at the bottom.
Why this exists. In August 2026 we received an official warning from the NVWA, the Dutch food and consumer product safety authority, for health claims that are not allowed. The whole site has been cleaned up. Ads and creator content fall under exactly the same law: EU Regulation 1924/2006. So whatever is not allowed on the site is not allowed in an ad, thumbnail, voice-over, caption, overlay or comment reply either. Repeat offences bring fines per breach. Not sure about a single sentence? Do not publish. Send it to Zamo first.
Check a word
Not sure about a word? Type it here. You will see straight away whether it is allowed, and if not, what to write instead.
★For creators: the 60 second version
Making content for Kosso and no time for the rest of this page? This is the minimum.
- Talk about taste, texture, routine, convenience and price. “It really does dissolve completely”, “this is my regular shake after the gym”, “12 cents per serving”: all fine.
- Never say that a product does something to your body. Not “it helps me sleep better”, not “faster recovery”, not “more focus”, not “it really works”. Not even if that is how you experience it yourself: the moment we pay for or publish your content, your statement is legally our claim.
- Label paid partnerships with #ad or the platform partnership tool. That includes free products with a posting agreement and affiliate links.
- Imagery counts too. No before and after bodies, no sleeping person next to Sleep Support, no flame for weight loss, no scales.
- In doubt? Send your script or concept over first. One message saves you a reshoot.
01How this works
Three rules. That is all there is to it.
1
Only literal register claims
A health claim is allowed only if the EU has approved it, word for word, and the substance is genuinely in the product in a sufficient dose. Do not paraphrase, do not stretch it, do not make it prettier. The green table below is your entire playing field.
2
A vague benefit can never stand alone
Lines like “good for your muscles” or “for your health” are allowed only with an approved claim right next to them. Used on their own they are a breach, including in a three second hook. This is exactly what the warning was about.
3
Most ingredients have no permitted claim
Caffeine, ashwagandha, collagen, BCAAs: you cannot say anything about them that sounds like an effect. What is always allowed: taste, dose, price, transparency, convenience and community.
02The red list
These themes are always wrong, in any form.
Including as a question (“Slept badly?”), as a meme, as a testimonial or as “a lot of customers experience…”. Including in imagery, in a voice-over and in emoji.
better sleep or falling asleep fasterrecovery and muscle recoveryfocus, concentration, alertnessenergy from caffeineboost, in any formfat burning or losing weight from the productkilling cravings or satietystress, relaxation, calmraising libido or testosteronejoint pain, wear, arthritisboosting the immune systemdetox, hormone balance, blood flowcures, prevents, helps againstclinically proven without a register claimlow in carbs
Substances with no permitted claim
Do not claim any effect for these: caffeine, GABA, L-theanine, L-tryptophan, melatonin (our dose is under 1 mg, so even the sleep claim is off limits), ashwagandha and KSM-66, ginseng, maca, Rhodiola, curcumin and turmeric, Boswellia, glucosamine, chondroitin, MSM, hyaluronic acid, collagen as an effect on skin or joints, taurine, beta-alanine, L-citrulline, glycerol, L-glutamine, L-carnitine, BCAAs and EAAs, electrolytes as a performance benefit, probiotics for any health benefit, shilajit, Muira Puama and Tribulus.Facts are always fine
“Contains 350 mg of caffeine per scoop.” “With KSM-66 ashwagandha, a herb with a centuries old tradition of use in India.” “10,000 mg of L-citrulline per dose, all of it on the label.” Dose and presence are facts. Effect is a claim.UGC counts as our claim
A creator or customer who says “it helps me sleep better” in paid content or content we publish is legally making a claim on behalf of Kosso. So cast and script your content around taste, routine, convenience and price. Never around effect.Citing a study does not make it allowed
“Research shows that ashwagandha…” falls under the same rules. Quoting science to suggest an unregistered effect is still a breach.03The green list
You may say exactly this.
These exact wordings. Use the official English register wording and never rewrite the effect itself. The claim belongs to the substance, not to the product: “Protein contributes to a growth in muscle mass” is fine, “this shake builds muscle mass” is not.
| Substance | Permitted claim | Condition |
|---|---|---|
| Protein | contributes to a growth in muscle mass · contributes to the maintenance of muscle mass · contributes to the maintenance of normal bones | the product is a source of protein |
| Creatine | increases physical performance in successive bursts of short-term, high intensity exercise | always with “with a daily intake of 3 g of creatine” |
| Magnesium | contributes to a reduction of tiredness and fatigue · contributes to normal muscle function · contributes to the normal functioning of the nervous system · contributes to electrolyte balance · contributes to normal psychological function · contributes to the maintenance of normal bones · contributes to normal protein synthesis | significant amount: at least 15% of the NRV per serving |
| Vitamin C | contributes to the normal function of the immune system · contributes to the reduction of tiredness and fatigue · contributes to normal collagen formation for the normal function of skin, bones, cartilage and gums · contributes to the protection of cells from oxidative stress | never link it to being ill or to flu |
| Vitamin D | contributes to normal absorption and utilisation of calcium and phosphorus · contributes to the maintenance of normal bones, teeth and muscle function · contributes to the normal function of the immune system | significant amount: at least 15% of the NRV per serving |
| Zinc | contributes to the normal function of the immune system · contributes to the maintenance of normal testosterone levels in the blood · contributes to the maintenance of normal hair, nails and skin · contributes to the protection of cells from oxidative stress · contributes to normal cognitive function · contributes to normal fertility and reproduction | always “maintenance”, never “increases” |
| B2, B3, B6, B12 | contributes to normal energy-yielding metabolism · contributes to the reduction of tiredness and fatigue · contributes to the normal functioning of the nervous system | significant amount: at least 15% of the NRV per serving |
| Potassium | contributes to normal muscle function · contributes to the normal functioning of the nervous system | significant amount: at least 15% of the NRV per serving, for example Electrolyte |
| Biotin | contributes to the maintenance of normal hair and skin | significant amount: at least 15% of the NRV per serving, for example Collagen |
| Vitamin K | contributes to the maintenance of normal bones | significant amount: at least 15% of the NRV per serving, for example D3+K2 |
| Chromium | contributes to normal macronutrient metabolism · contributes to the maintenance of normal blood glucose levels | significant amount: at least 15% of the NRV per serving |
| EPA and DHA | contribute to the normal function of the heart | with a daily intake of 250 mg of EPA and DHA |
Permitted nutrition claims about composition
High in protein · source of protein · sugar-free · with no added sugars · low in sugar · low fat · source of fibre · high fibre. These are on the legal list and are allowed as long as the label backs them up. “Low in carbs” is not on that list, so it is not allowed.04Prices in ads
Different law (Omnibus), same seriousness.
- Was and now prices and discount percentages are allowed only if the was price is the lowest price of the past 30 days.
- No fake scarcity and no fake countdowns. A countdown is allowed only if the offer genuinely ends after it.
- “Save up to X” has to be true for an order that really exists.
- Stacking discount on discount in copy is allowed only if the maths works out exactly at checkout.
- “Free” is allowed only when there is no hidden condition. With free shipping, always state the threshold.
05Imagery and creatives
The same rules apply to pixels.
A claim in an image is a claim. Overlay text, voice-over, gestures and emoji all count.
- No before and after bodies for weight loss or muscle building. Misleading, and Meta rejects it anyway.
- No medical setting. No white coats, doctors, stethoscopes or “recommended by pharmacists”.
- No sleeping people, alarm clocks or moons with Sleep Support or Goodnight. That is a sleep claim in an image.
- No melting fat, tape measures or scales with Diet Support or the weight loss range.
- Emoji are claims. A flame in a fat burner context suggests fat burning, a zzz next to Sleep Support is a sleep claim, a brain next to caffeine is a focus claim. A biceps next to the literal protein claim is fine.
- Never aim caffeine products at minors. Target 18+, no creators or visuals pitched at teenagers, no school setting.
- Comparing with competitors is allowed only on factual, verifiable points such as dose or price per serving. Never on effect.
- Awards, quality marks and “tested” may only be shown if they genuinely exist and you can name the source.
06Influencers and UGC
What the creator says, we say.
- Advertising has to be recognisable. Always use #ad or the platform partnership tool for paid collaborations. That applies to affiliate links and free products with a posting agreement too.
- We are responsible for what the creator says in briefed or paid content. Put the red list in every briefing, word for word.
- Script the experience without the effect. Taste, texture, routine, unboxing, price per serving, “it is simply on the label”. Not: sleep, recovery, focus, fat, libido.
- Reposting organic customer content that contains an effect claim makes that claim ours. Do not repost, or cut the claim out first.
- Manage your comments. No effect claims in replies from the brand account. A customer can say what they like, we cannot confirm it.
07Brand voice
Compliant is not the same as boring.
- Second person, level headed and honest. Kosso talks like a training partner who knows their stuff, not like a brochure.
- No em dashes in customer copy. Use a comma, a colon or simply a new sentence.
- No hollow marketing language. “Unleash your potential”, “take your training to the next level”, “game changer”: write the way people talk.
- Honest about what it is. A supplement tops things up. “A food supplement is not a substitute for a varied diet” belongs to our brand, not just to the law.
08Checklist
Run through this before anything goes live.
- Is there an effect or benefit anywhere, in text, imagery, voice-over, overlay or emoji? Then it has to come literally from the green table and the substance has to be in the product.
- Does anything from the red list appear, in any packaging at all?
- Does a testimonial or creator say something about effect? Rewrite it to taste, routine or price.
- Do all the numbers (dose, servings, price per serving) match the label?
- Is the was price the lowest of the past 30 days? Does the countdown really end? Does the maths add up?
- Image check: no before and after, no medical setting, no sleep, fat or focus symbolism, and 18+ targeting on caffeine products?
- Disclosure: is #ad or the partnership label on the creator content?
- Does the landing page match the ad? The page you send people to carries the same compliant copy.
- In doubt about a single sentence? Do not publish. Send it to Zamo first.
The claim library
Per product line: what you cannot say and how to say it properly. The wrong examples come from our own old texts and ads, so you will run into them. The right hand side can be copied word for word.
Pre-workouts
Tsunami, Anaconda, Apocalypse, Madlabs, GOAT, Opgepompt, Elixir, Lion’s Blood| Do not say this | Say this instead |
|---|---|
| Boost your energy and focus for every session | 350 mg of caffeine per scoop. Every dose is on the label. |
| Blast through your session, maximum performance | The highest dosed formula in the Netherlands: 10,000 mg of L-citrulline and 6,000 mg of beta-alanine per scoop. |
| Insane pump and better blood flow | With L-citrulline and glycerol, fully dosed and printed on the label in black and white. |
| No more fatigue during your session | Start with half a scoop to test your sensitivity. One scoop is the recommended dose. |
| The strongest pre you have ever felt | The best selling pre-workout in the Netherlands. |
| Tingling means it is working | Beta-alanine can cause a tingling sensation on the skin. That is a known, harmless property of the ingredient and not an effect of the product. |
| Caffeine free but just as effective | Opgepompt is the caffeine free version, handy for evening sessions. |
Protein
Eiwitten Maximaal, King of Protein, CreaWhey, Clear Whey, Protein Water, Milkshake, IJskoffie, bars, snacks, pancakes, oats, Protein Pops| Do not say this | Say this instead |
|---|---|
| Recover faster after your workout | 23 grams of protein per shake. Protein contributes to a growth in muscle mass. |
| Build muscle mass with this shake | Protein contributes to a growth in muscle mass. This shake delivers 27 grams per serving. |
| Kills your cravings and keeps you full for longer | High in protein, with less than 1 gram of sugar per serving. Fits into your daily protein target. |
| Perfect for muscle recovery on rest days | An easy way to top up your protein intake on rest days too. |
| Low in carbs | Less than 1 gram of sugar per serving. |
| The healthiest breakfast for athletes | Protein Pops: breakfast cereal high in protein. The exact amount is on the label. |
| Whey isolate works faster in your muscles | Whey isolate is extra filtered: almost 90% protein. The fat and lactose content is on the label. |
Creatine
Creatine Powder, Creatine Gummies, CreaWhey, KAST| Do not say this | Say this instead |
|---|---|
| More strength and muscle growth with creatine | Creatine increases physical performance in successive bursts of short-term, high intensity exercise, with a daily intake of 3 g of creatine. |
| Lift heavier and grow faster | 5 grams of pure creatine monohydrate per scoop. 12 cents per serving. |
| Creatine gives you explosive power | Pure creatine monohydrate, professionally tested for purity. Tasteless and fully soluble. |
KAST all-in-one
protein, creatine, amino acids, carbohydrates and vitamins in one| Do not say this | Say this instead |
|---|---|
| Get jacked faster with KAST | Protein, creatine, amino acids, carbohydrates and vitamins in one shake. No more separate tubs. |
| Everything your muscles need | Protein contributes to a growth in muscle mass. Creatine increases physical performance in successive bursts of short-term, high intensity exercise, with a daily intake of 3 g of creatine. |
Weight Gainer and BULK
the weight gain range| Do not say this | Say this instead |
|---|---|
| Guaranteed weight gain, fast mass | Gaining weight comes down to a calorie surplus. This shake makes it easy to add extra calories and protein. |
| Builds mass while you sleep | Every shake gives you the calories and the protein listed on the label. Protein contributes to a growth in muscle mass. |
Electrolyte
electrolyte mix with coconut water powder| Do not say this | Say this instead |
|---|---|
| For optimal hydration and performance | Potassium contributes to normal muscle function. The full mineral composition is on the label. |
| Prevents cramp and dehydration | With natural potassium from real coconut water powder and Celtic sea salt. All of it on the label. |
| Better than water | Dissolves easily in 300 ml of water and tastes light, so it stays easy to drink during long sessions. |
Sleep Support and Goodnight
evening formulas| Do not say this | Say this instead |
|---|---|
| Fall asleep faster and sleep more deeply | One tablet, 30 minutes before bed. A fixed part of your evening routine. |
| Wake up rested | With GABA, L-theanine, magnesium bisglycinate and 0.29 mg of melatonin. Everything is on the label. |
| Unwind after a long day | Magnesium contributes to a reduction of tiredness and fatigue. |
| Imagery: sleeping person, moons, zzz | Imagery: the product, the evening routine, the label. |
Diet Support
and the whole weight loss range, plus every cutting angle| Do not say this | Say this instead |
|---|---|
| Burn fat and speed up your metabolism | Losing weight comes down to a calorie deficit. Our high protein products fit into that plan. |
| Suppresses your appetite | 189 calories and 2.4 grams of sugar per serving. You know exactly what you are getting. |
| Lose weight without hunger | Protein contributes to the maintenance of muscle mass, including during a low calorie phase. |
| Imagery: before and after, tape measure, scales | Imagery: the product, meal moments, the label and the macros. |
Joint Support
MSM, glucosamine, chondroitin, curcumin, Boswellia, hyaluronic acid| Do not say this | Say this instead |
|---|---|
| Against joint pain and wear | Six ingredients in one tablet, with doses that are simply printed on the label. |
| Rebuilds cartilage and lubricates your joints | Glucosamine and chondroitin occur naturally in the body, including in cartilage. |
| Keep moving freely | Curcumin and Boswellia: herbs with a centuries old tradition of use in ayurveda. |
Libido Support, Maca, Ashwagandha, Shilajit
botanicals| Do not say this | Say this instead |
|---|---|
| Raise your libido, more drive | 100% plant based extracts: Panax Ginseng, Muira Puama, Shilajit and KSM-66 Ashwagandha. |
| Less stress thanks to ashwagandha | KSM-66 Ashwagandha: a herb with a centuries old tradition of use in India. |
| Natural testosterone booster | Zinc contributes to the maintenance of normal testosterone levels in the blood. Only for products that actually contain zinc. |
| Maca for energy and fertility | 500 mg of standardised 4:1 maca extract per capsule, from the Peruvian Andes. |
Collagen
Hydrolysed Collagen with vitamin C and biotin| Do not say this | Say this instead |
|---|---|
| Collagen for firm skin | Vitamin C contributes to normal collagen formation for the normal function of skin and bones. |
| Stronger joints with collagen | Biotin contributes to the maintenance of normal hair and skin. |
| Slow down skin ageing | Hydrolysed collagen is broken down into smaller peptides, so it dissolves easily. |
Vitamins and minerals
C, D3, D3+K2, Zinc, Magnesium Pro, Multi, Omega 3| Do not say this | Say this instead |
|---|---|
| Boost your immune system | Vitamin C contributes to the normal function of the immune system. |
| Get through winter without falling ill | Vitamin D contributes to the normal function of the immune system. Handy in the darker months, when your skin sees less sun. |
| Magnesium against stress and cramp | Magnesium contributes to normal muscle function and to a reduction of tiredness and fatigue. |
| Extra vitamin C when you feel flu coming on | Vitamin C contributes to the maintenance of the normal function of the immune system during and after intense physical exercise. The beneficial effect is obtained with 200 mg in addition to the recommended daily intake. |
| Omega 3 for your heart and brain | EPA and DHA contribute to the normal function of the heart, with a daily intake of 250 mg. |
Energy drinks
Monster Energy| Do not say this | Say this instead |
|---|---|
| For an instant energy boost | 160 mg of caffeine per can, with taurine and B vitamins. |
| Stay sharp and alert | Vitamin B6 and B12 contribute to the reduction of tiredness and fatigue. |
| Targeting under 18s, school context, young creators | Always target 18+. Taste, the range and drinking it chilled are the safe angles. |
Amino acids and other
L-Glutamine, BCAA and EAA, taurine, Probiotics, Cream of Rice, Flavor Powder| Do not say this | Say this instead |
|---|---|
| Glutamine speeds up your muscle recovery | Glutamine is the most abundant free amino acid in muscle tissue. 10 grams per serving, 100% pure. |
| BCAAs protect your muscles | Amino acids are the building blocks of protein. Every serving gives you the amounts listed on the label. |
| Probiotics for a healthy gut flora | 11 bacterial strains, more than 50 billion CFU per capsule. The full composition is on the label. |
| The perfect fuel for your training | Cream of Rice: a carbohydrate source based on finely milled rice, low in fat and sugar. Easy to plan around your training. |
| Eat less thanks to more flavour | 7 kcal per serving, with no added sugars. One scoop flavours 200 grams of quark. |
Bundles and stacks
starter packs, duo deals, stacks| Do not say this | Say this instead |
|---|---|
| Complete pack for maximum results | The basics in one order, cheaper than buying the products separately. |
| Everything for your transformation | Pre-workout for beforehand, protein for your daily intake and creatine every day at 3 g. Follow the doses on the labels. |
Always safe, always on brand
Transparency, so everything on the label and no proprietary blends · price per serving · taste and texture, such as “dissolves completely” and “no sandpit in your shaker” · composition as a fact · genuine reviews about taste and service · convenience, such as “order before 23:30, delivered tomorrow” · community and collabs · quality = priority.10Word list
Avoid the left, use the right.
| Avoid | Use this instead |
|---|---|
| boost, boosting, booster | contains, dosed at, with this many mg per serving |
| works, effective, proven to work | the literal register claim, or a fact about the composition |
| recovery, recovers, bounce back | after your workout, around your workout (a moment, not an effect) |
| fat burner, fatburner as an effect | fits into a calorie deficit, plus the macro facts |
| focus, alert, sharp | with 350 mg of caffeine per scoop |
| relaxes, calms, anti-stress | for your evening routine |
| cures, helps against, anti-inflammatory | nothing: delete it |
| immune booster, raise your immunity | contributes to the normal function of the immune system, only with C, D, zinc and others |
| testosterone booster | maintenance of normal testosterone levels, only with zinc |
| detox, purifies | nothing: delete it, no permitted version exists |
| supports a body function | only with the register claim right next to it, otherwise delete |
| clinically proven, scientifically shown | only with a literal register claim, otherwise delete |
| healthy, naturally healthy | the actual composition, or a permitted nutrition claim such as high in protein |
| superfood, miracle cure | nothing: delete it |
11Frequently asked questions
The questions we get most in practice.
Can I say that a product works?
No. “Works” is an effect claim. Say what is in it and how much, and at most use the literal register claim of a substance that is genuinely in there.
Can I put a customer review with an effect claim in an ad?
No. The moment we publish it, it is our claim. Pick reviews about taste, service or delivery, or cut the effect part out.
Is “take it 30 minutes before bed” allowed?
Yes. A moment of use is a fact. Naming the benefit, such as “so you sleep better”, is not allowed.
Can I use the word pre-workout or fatburner?
Pre-workout is a category name and is fine. Fatburner suggests fat burning: use the product name or refer to the weight loss range.
Can I cite a study or a PubMed link?
Not to suggest an effect that has no register claim. Citing science does not turn a banned claim into a permitted one.
Are emoji allowed?
Emoji count as claims. A zzz, a flame or a brain in a product context are a sleep, fat and focus claim respectively. A biceps next to the literal protein claim is fine.
Can I say we are the strongest or the highest dosed?
Yes, if it is factually correct and about the composition, such as “the highest dosed formula in the Netherlands”. Not as a performance promise, such as “strongest pump”.
Does this apply to email, SMS and the chatbot as well?
Yes. Every commercial expression of the brand is covered, so that includes flows, campaigns, popups and chat replies.
What if a competitor just says it anyway?
Then they are taking the risk. We already have a warning on file, so for us a repeat costs money straight away.
I am a creator and this is my own honest experience. Is it allowed then?
Not in paid or briefed content. Your honest experience legally becomes our claim the moment we pay for it or publish it.
My video is already shot and there is one wrong sentence in it. Now what?
Cut the sentence out, put an overlay over it or reshoot just that bit. Publishing and fixing it later is not an option: the breach counts from the moment it is live.
Can I speak more freely in a podcast or livestream?
No. Spoken word in sponsored content counts just as much. Agree a few safe sentences in advance and know them by heart.
What do I do with old packaging or old ads in shot?
If the label or the image carries a banned claim, do not use that material. Ask for current assets.
Can I run a giveaway or a competition?
Yes, but the same rules apply. Describe the prize factually and promise no result. Beyond that, simply state the terms and the closing date.
Can I translate what is on the Dutch or German site?
Only if you use the official English register wording. Never translate claims freely: take the wording from the green list on this English page.
Can I say something is good for athletes?
Only if you tie it to a fact or a permitted claim. “Popular with strength athletes” is an observation and is fine. “Good for athletes” is a vague benefit and cannot stand alone.
Can I talk about my own results, with photos?
Not in sponsored content. Before and after images tie a result to the product, even without words.
What if the platform rejects my ad over a claim?
Change the claim, do not resubmit the same text. A rejected ad is usually a fair signal that there is a claim in it.
Is AI generated copy or voice-over allowed?
Yes, as long as you check it against this page. AI tools love inventing health benefits: check every sentence before you use it.
Are hashtags with claims allowed, such as #betterrecovery?
No. A hashtag is text and counts like everything else. Go for product, taste or brand.
Can I stack discounts in my own code communication?
Only if it holds up at checkout. Never promise a discount the code does not give.
Who signs off in the end?
Zamo. Submit your concept with both the text and the imagery and the check is complete in one go.