If you're developing a new supplement product, it's essential to make substantiated claims about its ingredients and effects so you don't get tangled up legally by noncompliance with the DSHEA (Dietary Supplement Health and Education Act of 1994).

Loren Israelsen, President of the United Natural Products Association, points out that the potency of the ingredients in your product is as important to consider as the actual ingredients themselves. As he says: "A lot of ingredient suppliers have performed interesting studies on your ingredient, but you should ask yourself: do you have enough of that ingredient in your product, in the way it was studied, to provide the effect you are promising to your customer?"