Celebrity-backed vitamin brand JSHealth fined $26,640 for alleged unlawful advertising

Celebrity-backed vitamin brand JSHealth fined $26,640 for alleged unlawful advertising after claiming supplements could treat or prevent serious health conditions

Celeb-loved vitamin brand JSHealth has been fined $26,640 by the Therapeutic Goods Administration for alleged unlawful advertising after claiming supplements could prevent ‘serious health conditions’.

The Sydney-based brand, ran by multimillionaire Jessica Sepel, has been issued with two infringement notices for alleged unlawful use of restricted and prohibited representations in advertising of listed complementary medicines by the Therapeutic Goods Administration.

It is alleged that the company’s advertising included claims that the product could treat or prevent serious health conditions, including cancer and Alzheimer’s disease. 

Celeb-loved vitamin brand JSHealth has been fined $26,640 by the Therapeutic Goods Administration for alleged unlawful advertising after claiming supplements could prevent 'serious health conditions'. Jessica Sepel is pictured

Celeb-loved vitamin brand JSHealth has been fined $26,640 by the Therapeutic Goods Administration for alleged unlawful advertising after claiming supplements could prevent ‘serious health conditions’. Jessica Sepel is pictured

The Sydney-based brand, ran by multimillionaire Jessica Sepel, (pictured) has been issued with two infringement notices for alleged unlawful use of restricted and prohibited representations in advertising of listed complementary medicines by the Therapeutic Goods Administration

The Sydney-based brand, ran by multimillionaire Jessica Sepel, (pictured) has been issued with two infringement notices for alleged unlawful use of restricted and prohibited representations in advertising of listed complementary medicines by the Therapeutic Goods Administration

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.

Before a company can advertise to Australian consumers that a therapeutic good can treat serious health conditions, it needs to lodge an application with the TGA that supports the claims it proposes to make. 

Such an application should usually include scientific studies and other evidence to substantiate such a claim.

JSHealth is run by clinical nutritionist Jessica Sepel, 33, and her husband, CEO Dean Steingold. The couple debuted on the Financial Review Young Rich List with an estimated worth of $426million last year

JSHealth is run by clinical nutritionist Jessica Sepel, 33, and her husband, CEO Dean Steingold. The couple debuted on the Financial Review Young Rich List with an estimated worth of $426million last year

Celebs including Milie Mckintosh have backed the brand

Reality star Zara McDermott have also supported the brand

Celebs including Milie Mckintosh (left) and Zara McDemott (right) have publicly backed the brand

Advertisers of therapeutic goods are warned that there are financial and reputational consequences of not complying with the Therapeutic Goods Act 1989.

They must not use claims and indications in advertising that breach the requirements of the Act and the Advertising Code.

JSHealth is run by clinical nutritionist Jessica Sepel, 33, and her husband, CEO Dean Steingold. 

The couple debuted on the Financial Review Young Rich List with an estimated worth of $426million last year.

Ms Sepel's business is now the second most popular vitamin brand stocked in Australian pharmacies, despite only launching in 2019

Ms Sepel’s business is now the second most popular vitamin brand stocked in Australian pharmacies, despite only launching in 2019

Many influencers have shared their love of the brand on Instagram. Married at First Sight star Martha Kalifatidis is pictured

Many influencers have shared their love of the brand on Instagram. Married at First Sight star Martha Kalifatidis is pictured

Former WAG Nadia Bartel (pictured) used to be a JSHealth ambassador before she was dropped by the brand last year in the wake of her white-powder scandal

Former WAG Nadia Bartel (pictured) used to be a JSHealth ambassador before she was dropped by the brand last year in the wake of her white-powder scandal

Ms Sepel’s business is now the second most popular vitamin brand stocked in Australian pharmacies, despite only launching in 2019.

What is JShealth? 

* Jessica Sepel has published three cookbooks as a nutritionist: The Healthy Life, Living The Healthy Life and The 12-Step Body Mind Food Reset, as well as one e-book.

* Her vitamins are stocked in Australia, the UK and the US. They have also recently launched into Asia.

* The nutritionist has gone from a team of four people to 30 globally, across Australia, the UK, US and China.

* The JSHealth community has moved from a few hundred to more than one million.

* In 2020, JSHealth won the Deloitte Fast 500 Rising Star award, with a 21,540 per cent growth year on year.

* A JSHealth product sells somewhere in the world every 27 seconds and it is the second most popular brand in Australian pharmacies.

* The brand has a cult following internationally including Jennifer Lopez, Jessica Alba and Romee Strijd, as well as at home from Rozalia Russian, Phoebe Tonkin, Lara Worthington and more.

* JSHealth vitamins are sold in 126 countries across the world and it has the number one hair growth vitamin in Australia.

* There are over 25,000 independent third party verified positive reviews globally for the products.

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The company’s roaring success now sees JSHealth sell a bottle of vitamins every 10 seconds, and there are now plans to expand into Britain, North America and Asia. 

But it hasn’t always been plain sailing for the entrepreneur, with several failed business ventures, including a healthy cereal brand, leaving the couple to lose out on tens of thousands of dollars.

At one point, her husband Dean Steingold was forced to give her the blunt reality that it was time to let go of Ms Sepel’s dream as the pair could no longer afford the risk.

However, Mr Steingold told the Australian Financial Review sometimes you need to lose it all when launching into a business.

‘You’ve got to lose every dollar. Then you’re ready to realise how hard it is to create anything,’ he said.

Refusing to give up, in 2018, Ms Sepel struck the big time with one of her ideas – developing a vitamin with an anti-stress and anti-anxiety formulation.

‘I had patients with depression and anxiety, lacking energy, with poor sleep, and I would prescribe them high-dose fish oil, B vitamins, zinc and magnesium and suddenly, they would feel better,’ Ms Sepel told The Australian Financial Review Magazine.

‘I don’t care if it’s placebo or not … I saw results. I just knew I could make them better.’

Ms Sepel says she was discouraged by some to continue on with her dream to break into the vitamin industry and that they were ‘up against giants’.

‘I don’t like the word haters, but there’s so many naysayers and doubters.’

But with little money left and vitamin bottles costing approximately $20,000 for 2,000 bottles, the couple put everything into the business, and it proved to be a gamble that paid off.

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