Influence With Integrity: Building Trust in Supplement Marketing

Influencers increasingly shape how consumers discover and evaluate health, wellness and dietary supplement products. But with that influence comes responsibility.In this episode of Supplement Source, CRN’s Jeff Ventura talks with Jennifer Santos, Program Development Manager for the Institute for Responsible Influence, about efforts to bring greater transparency, accountability and trust to influencer marketing. The Institute’s Responsible Influence certification program trains creators on FTC endorsement requirements, advertising claims, sponsorship disclosures and other responsible marketing practices. Santos explains how creators earn certification, how certified participants receive ongoing education and monitoring, and why the program is designed as more than a one-time compliance exercise.  The conversation also explores why these issues are particularly important for dietary supplements and other health-focused products, where consumers may place significant trust in creator recommendations. Santos discusses the shared responsibility of brands and influencers to avoid unsupported claims, clearly disclose relationships and build credibility with consumers. About the Council for Responsible Nutrition (CRN)  The Council for Responsible Nutrition (CRN), founded in 1973 and based in Washington, D.C., is the leading trade association representing the dietary supplement and functional food industry. Bringing together manufacturers, ingredient suppliers, and service providers, CRN unites its member companies around a shared commitment to science, transparency, and responsible business practices—advancing a strong, credible marketplace that supports consumer health and industry growth.In an increasingly complex regulatory and media environment, CRN serves as the industry’s front line—shaping science-based policy, defending market access, and countering misinformation. Through strategic advocacy, self-regulatory leadership, voluntary guidelines, and evidence-based communications, CRN ensures that responsible companies are recognized, protected, and positioned to innovate and compete. Learn more at crnusa.org and follow @CRN_Supplements on X and LinkedIn.