Health Claims and Localization: why Translation Alone Isn’t Enough

Companies selling food supplements, cosmetics, or wellness products across multiple European countries often face what seems like a simple question:

“Can we use the same content for the Italian market?”

In most cases, the answer is: it depends.

Translating content does not automatically make it effective for a new market. Every country has its own communication style, its own way of interpreting messages, and its own expectations when it comes to building trust with consumers.

In the healthcare sector, this aspect is even more important. Even when a text is based on company-approved content, inaccurate localization can change how the message is perceived or reduce its effectiveness for the target audience.

This is where localization comes into play: a process that adapts communication to the linguistic, cultural, and commercial context of the market where the product will be promoted.

In this article, I use Health Claims as a practical example to explain why adapting content means much more than simply changing the language.

What Are Health Claims?

Health Claims are statements that establish a relationship between a food, a food supplement, or one of its components and a potential beneficial effect on health.

From a communication perspective, however, the challenge is not simply knowing which Health Claims are authorized.

The real challenge is communicating them effectively when entering a new market, while preserving the original meaning and adapting the message to the expectations of the target audience.

Localization Means Adapting Content, Not Just Language

Translation transfers content from one language to another.

Localization goes one step further.

It involves adapting the language, tone of voice, content structure, and cultural references so that the message feels natural and relevant to the target market.

But what happens when the original content already includes Health Claims? Let’s look at a practical example.

Imagine an Austrian company that wants to market its food supplements online in Italy.

Imagine an Austrian company planning to launch its food supplements on the Italian market.

The website content may be technically accurate and highly effective for Austrian consumers.

The following elements may need to be adapted:

• the tone of voice;
• the way information is structured;
• headings and calls to action;
• the examples used;
• content plans.

The goal is not to change the message.

The goal is to make it sound as if it had been written specifically for the Italian market.

Would you like to find out if your content is ready for your target market?

The Localization Traffic Light: A Simple Tool for Content Adaptation

During localization projects, I often use a simple traffic light system.

It is not a tool for assessing regulatory compliance, nor does it replace the review carried out by the company or its regulatory affairs specialists.

Instead, it helps identify wording that could unintentionally change how a message is perceived when adapting content for a different market.

Let’s take as an example an authorised Health Claim for vitamin C in the European Union:

“Vitamin C contributes to the normal function of the immune system.”

In this example, the language traffic light shows how certain formulations can preserve the original meaning, change how the message is perceived, or turn it into a promise.

🔴 Red

If, during the localization process, I come across wording that turns a contribution into a promise, I stop and take a closer look.

Words such as “cures,” “heals,” “eliminates,” “fights,” or “prevents” are examples of expressions that deserve careful attention.

My role is not to determine whether a text is compliant or not, but to identify when linguistic adaptation may have changed the meaning of the message.

🟡 Yellow

Between red and green, there is a grey area.

Words such as “supports,” “promotes,” or “strengthens” cannot be assessed in isolation.

Context is always essential.

Headlines, images, calls to action, and page layout all influence how consumers interpret a message.

This is precisely where localization requires the greatest level of attention.

🟢 Green

Expressions such as “contributes to”, “may contribute to”, or “plays a role in” are examples of wording that, when consistent with the approved wording and used in the appropriate context, maintains balanced language and often remains close to the original message.

Important: Close collaboration with the company and the professional responsible for regulatory review remains essential.

What If an Italian Company Wants to Enter the Austrian Market?

The reverse journey presents a different set of challenges.

Italian brands often rely on emotion, lifestyle imagery, storytelling, and highly creative messaging. Austrian audiences, however, may expect information to be presented in a clearer and more structured way, with greater emphasis on aspects such as:

• product composition and key features;
• directions for use;
• answers to frequently asked questions;
• the relationship between ingredients and the product message;
• quality attributes that reinforce the product’s value.

Likewise, some highly evocative Italian expressions may lose their impact—or even become unclear—when localized for a German-speaking audience.

Take, for example, the phrase: “find your balance again.”

Before adapting it, it is essential to understand what the company actually wants to communicate and which message has already been approved. Only then is it possible to identify the most appropriate wording for the target market.

The goal is not to make an Italian text sound as if it had simply been translated into German, nor to turn it into a copy of an Austrian product catalogue.

The objective is to make the content feel as though it was originally created for that specific market while preserving the intended meaning of the original message.

Localization Is About Finding the Right Balance

Effective localization does not make a message stronger.

It finds the right distance from the source text.

Close enough to preserve its original meaning.

Far enough to make it feel authentic in the target market.

Every localization project is built on the balance between:

• what the company wants to communicate;
• what the target audience understands and expects;
• how communication works within the target market;
• the brand identity, which must remain recognisable in another language and culture.

For this reason, every project starts with an analysis of the existing content, the company’s communication strategy, and the competitive landscape. Only then are the language, tone of voice, content structure, and editorial strategy adapted to the target market.

Whenever wording may unintentionally change the perception of a message, collaboration with the company and the regulatory affairs professional responsible for content approval becomes an integral part of the process.

The final technical review and regulatory approval of all content always remain the responsibility of the company and its regulatory experts.

Would you like to localize your product communication between Italy and the DACH market?

Conclusion

In the food supplements, cosmetics, and healthcare sectors, entering a new market means much more than simply changing the language.

It means adapting communication to the expectations of the target audience, the dynamics of the local market, and the cultural context in which the brand aims to position itself.

That is the true value of localization.

Because effective content should never feel like a translation.

It should read naturall, as if it had been written specifically for that market from the very beginning.

FAQ

What is the difference between translation and localization?

Translation transfers content from one language to another. Localization goes further by adapting the content to the linguistic, cultural, and communication conventions of the target market while preserving the brand’s objectives.

Does localization replace regulatory review?

No. Localization focuses on communication and content adaptation. Regulatory compliance and the assessment of Health Claims remain the responsibility of the company and its regulatory affairs professionals.

Why is market analysis important before localizing content?

Market analysis helps you understand how competitors communicate, what information your audience is looking for, and how to adapt your message so that it feels natural, relevant, and effective in the new market.

References

• Regolamento (CE) n. 1924/2006 relativo alle indicazioni nutrizionali e sulla salute fornite sui prodotti alimentari.
• Regolamento (UE) n. 432/2012 della Commissione, che istituisce un elenco di indicazioni sulla salute consentite sui prodotti alimentari.
• Registro europeo delle indicazioni nutrizionali e sulla salute (EU Register of Nutrition and Health Claims).
• Direttiva 2002/46/CE relativa agli integratori alimentari.
• Commissione europea – Food Supplements.
• Commissione europea / EMA – Guidance on Borderline Products.
• Di Renzo Regulatory Affairs – Examples of incorrect claims: https://www.direnzo.biz/it/examples-incorrect-claims/
• Di Renzo Regulatory Affairs – Pubblicità ingannevole degli integratori alimentari: https://www.direnzo.biz/it/pubblicita-ingannevole-integratori-alimentari/