Wellness firms are exploiting a national shortage of ADHD medication to push so-called “smart supplements” as an alternative to prescribed drugs.
As patients struggle to get hold of medication – or face years-long waits for NHS assessments – companies are peddling unproved products as a “natural” treatment for attention deficit hyperactivity disorder.
In some cases the supplements are being marketed for use in children as young as three. In other cases they are promoted to young people via ADHD “influencers” on Instagram and TikTok, or advertised by salespeople in Facebook support groups. The claims made about their benefits include that they can improve focus, increase memory, banish brain fog and boost brain power.
Health experts said that the claims lack any robust evidence and could give patients and their families false hope.
Some companies are explicitly using the ADHD medication supply issues in their marketing. “There is a national shortage of ADHD medication but I’m extremely grateful I have these,” one woman says in a sponsored post on TikTok, holding up three bottles of pills she claims have helped her focus. “If you’re struggling like me, these are literally going to be your best friend.”
In another post, the director of a company selling “ADHD and brain fog” supplements at £48 per bag targeted people stuck on waiting lists. “I created an ADHD supplement to help my daughter but if you are waiting for an assessment it could help you too,” she said. Customers were invited to use the discount code “not fair” at the checkout for 10% off.
Other promotions appear to use fears about side effects from ADHD medication to promote their products. One company paid for Google ads pushing its supplements as a “credible alternative” to approved drugs. “I experience negative side effects with ADHD medication, so I tried [this product],” read the caption of one TikTok promotion.
Another company is targeting the parents of three to 17-year-olds “with attention deficits and neurodiversity” who are looking for “an educational boost for their children”. Its website says its supplements help “keep the cogs turning”, adding: “It’s like turning a light on!”
The sales tactics have prompted warnings from health bosses and ADHD charities, who attacked the targeting of patients as “exploitative” and “irresponsible”.
Henry Shelford, chief executive of the charity ADHD UK, said: “We are very concerned that organisations are taking advantage of people in the medication crisis. People with ADHD are desperate for support. They are being failed and these people are taking advantage. It reminds me of the medicine hawkers from the old wild west, giving promises that are alluring and impossible to keep.”
NHS England’s national mental health director, Claire Murdoch, called for a crackdown. She acknowledged that there was pressure on NHS services and the “current shortages of medicines” was concerning, but warned patients against buying supplements advertised for the treatment of ADHD and called for regulators to investigate any unsupported claims. “Any instance of targeting vulnerable children and families in this way is completely irresponsible,” she said.
The “smart supplements” being promoted as a treatment for ADHD typically contain a mix of vitamins and minerals as well as herbal ingredients such as ginkgo biloba, which some believe can help cognitive function, and non-essential amino acids such as l-tyrosine.
However, the British Dietetic Association said there was currently a lack of robust evidence to support claims the ingredients contribute to the maintenance of normal cognitive function, let alone to support their use for treating a clinical population – such as people with ADHD.
Stephanie Sloan, an NHS dietician and chair of the association’s mental health specialist group, said: “Evidence to support their use within a clinical population, such as for ADHD for symptom management, is just not there.”
Sloan said the sale of the products could give false hope to patients or families and that while most ingredients would be naturally excreted by the body, some – such as choline and iron – could be toxic in high doses. Some ingredients found in supplements can also interact with prescribed drugs, such as blood thinners.
“At best it’s going to be a waste of money and stop people seeking evidence-based treatment. But at worst it could have detrimental effects,” she said. She added that people with ADHD could display higher levels of impulsivity and risk-taking, leaving them at particularly “high risk”.
Anita Thapar, professor of child and adolescent psychiatry at Cardiff University, said: “Unfortunately none of these supplements has a sufficient evidence base currently for it to be considered a treatment. It’s a shame it’s not better regulated because it means that the current situation can be exploited.”
She added that a balanced diet and good nutrition were important for everyone, but that current clinical guidance did not advise the use of supplements in the treatment of ADHD, and that there was no robust evidence that deficiencies of particular nutrients were a cause of the disorder. “The easy thing to think is that supplementation is harmless; that there’s nothing lost by taking them. Ultimately it is an individual choice. But on the other hand it is still a chemical and you have to bear in mind that there could be long-term effects you’re not aware of.”
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The growth in the sale of supplements and other alternative treatments for ADHD coincides with a rise in people seeking help for the condition and issues accessing NHS support. In some parts of the UK, people wait up to 10 years for a diagnosis, according to data obtained by ITV.
The past year has also seen severe shortages of ADHD medication. A recent survey by ADHD UK found that 27% of patients had received no medication since September, with 33% reporting that they had experienced “long gaps”.
Ross Cranham, 46, from Newton Abbot, Devon, is the moderator for eight ADHD UK support groups on Facebook, and says he has to block multiple posts per day from people trying to sell unproved treatments. He has previously considered supplements for ADHD and said he could understand why people would be tempted. “People are desperate so it’s like shooting fish in a barrel for these companies,” he said.
One firm selling supplements, Brainzyme, says on its website that its products help “manage ADHD symptoms naturally” and deliver “fast results”.
On social media, Brainzyme is marketed via testimonials from people who were gifted products, several of whom refer to the ADHD medication shortage. A spokesperson for the company did not address the ADHD references but said the “formal claims” on its packaging – that the product includes ingredients that support cognitive function – were “scientifically proven” and authorised in Great Britain. It said the claims were intended to refer to the inclusion of nutrients including zinc, iron, and vitamins B6 and B12 in its supplements rather than other ingredients highlighted in its marketing.
Another company, London-based Cognitively, which has marketed products for children and used the medication shortage in its marketing, did not respond to comment requests.
The Advertising Standards Authority said it was “keeping a close eye” on ads promoting supplements as a treatment for ADHD. It said it would work with regulatory partners to tackle those that breached its rules, which include a ban on supplements making medical claims they are not licensed for. “That includes claims that a supplement can treat conditions such as ADHD. Our rules also make it clear that ads should not discourage essential treatment for conditions for which medical supervision should be sought.”
The Medicines and Healthcare products Regulatory Agency said products marketed with claims they help treat ADHD were considered medicinal products and that only those with appropriate authorisation could be legally sold and supplied in the UK. “If a product is classified as a medicine and is not appropriately authorised, we will take the appropriate regulatory action,” a spokesman said.
