Last reviewed: 20 August 2026
At iVitamin, our aim is to provide clear, practical and evidence-based information about vitamins, minerals and nutritional supplements.
There is a lot of information online about supplements, but not all of it is equally reliable. Some claims are supported by good evidence, while others are based on limited research, early findings or marketing claims. Our approach is to assess the available evidence, explain what it tells us and be clear about its limitations where appropriate.
iVitamin is a pharmacist-led educational website, clinically informed by Sohaib Ahmed, MPharm, GPhC-registered Clinical Pharmacist and Independent Prescriber.
This policy explains how our content is created, researched, reviewed, updated and corrected.
Who Creates and Reviews Our Content?
iVitamin content is written and editorially reviewed by Sohaib Ahmed, MPharm, a GPhC-registered Clinical Pharmacist and Independent Prescriber.
GPhC Registration Number: 2219314
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Sohaib has over eight years of experience across pharmacy and primary care and currently works as a Clinical Pharmacist within NHS General Practice.
His professional experience includes medicines optimisation, medication safety, medication reviews, deprescribing and clinical monitoring, as well as supporting the management of long-term conditions.
This clinical experience informs the editorial approach used by iVitamin. However, iVitamin is an educational resource and not a clinical service. The content does not constitute personalised medical advice, diagnosis, treatment or prescribing.
General Educational Content
iVitamin publishes articles covering a wide range of subjects, from straightforward explanations of vitamins and minerals to more detailed discussions of scientific evidence, supplement safety, formulations and specific questions about supplementation.
The depth of research and level of detail will vary according to the subject and purpose of an article. Some articles involve detailed consideration of scientific studies, clinical guidance and regulatory information, while others are intended as general educational explanations of a particular topic.
Articles are written to address their specific subject and are not intended to provide a comprehensive clinical assessment of every possible benefit, risk, interaction or contraindication associated with an ingredient or supplement.
For information about the limitations of general online health information and the importance of considering individual circumstances, please see our Medical Disclaimer.
Our Approach to Evidence
We aim to prioritise reliable evidence over supplement trends, anecdotal claims and marketing material.
Depending on the subject, our research may include:
- NHS guidance and information
- UK Government guidance
- Medicines and Healthcare products Regulatory Agency (MHRA) information
- Food Standards Agency (FSA) information
- National Institute for Health and Care Excellence (NICE) guidance
- British National Formulary (BNF)
- European Food Safety Authority (EFSA) information where relevant
- Peer-reviewed scientific research
- Systematic reviews and meta-analyses
- Randomised controlled trials
- Observational studies
- Established nutritional reference information
- Relevant regulatory and safety information
We generally prioritise UK sources where suitable guidance is available, particularly when discussing safety, recommended intakes, medicines and UK regulations.
International research may also be considered where it provides useful evidence that is not available from UK sources.
The sources considered will depend on the subject and purpose of the article. A general educational article will not necessarily require the same depth of research as an article examining a specific scientific or clinical question.
Understanding the Evidence
Not all research provides the same level of evidence.
A finding from laboratory research does not necessarily mean that the same effect will occur in people. Similarly, an association found in an observational study does not necessarily prove that one factor causes another.
Where relevant, we consider the type and quality of evidence available, including laboratory research, animal studies, observational studies and clinical trials.
We also consider the limitations of individual studies and the wider body of evidence rather than relying on a single study to support a strong conclusion.
If the evidence is limited, inconsistent or still developing, we aim to make this clear rather than presenting an uncertain finding as established fact.
How We Assess Supplement Claims
Supplement claims are not automatically treated as established facts simply because they appear on a product label, retailer website or elsewhere online.
Where relevant, we may consider:
- The evidence supporting the claimed effect
- The quality and type of research available
- Whether the research was conducted in humans
- The dose and formulation studied
- Whether the findings are clinically meaningful
- Whether findings are consistent across different studies
- Relevant regulatory requirements
- Whether marketing language goes beyond what the evidence actually supports
We aim to distinguish between what is biologically plausible, what has been observed in research and what has actually been demonstrated in humans.
Dosage and Safety
Where dosage or safety is relevant to the subject of an article, we aim to provide appropriate context rather than presenting a particular dose as suitable for everyone.
Depending on the subject, this may include information about:
- Nutrient reference values
- Recommended or adequate intakes
- Doses used in research
- Tolerable upper intake levels where established
- Product serving sizes
- Differences between elemental nutrient amounts and compound weights
- Relevant population considerations
- Potential safety concerns associated with excessive intake
A dose used in a research study should not automatically be interpreted as a recommended dose for the general public.
Interactions
Some supplements can interact with medicines or affect how medicines are absorbed or processed.
Where relevant to the subject being discussed, we consider available evidence concerning potential drug–nutrient interactions.
Not every article will contain a dedicated interaction section. The scope of each article depends on its subject and purpose.
Readers should refer to our Medical Disclaimer and seek advice from a pharmacist or doctor if they take prescription medication, have any medical conditions, or are pregnant or breastfeeding and are considering starting a supplement.
Product Information and Reviews
Where iVitamin discusses individual supplement products, we aim to distinguish between evidence relating to an ingredient and information relating to a particular product.
Depending on the purpose of the article, we may discuss:
Ingredient evidence — what research tells us about an ingredient or nutrient.
Product information — what a manufacturer or retailer states about its formulation, ingredients, dosage or intended use.
Editorial assessment — our assessment of the information and evidence relevant to the subject being discussed.
An ingredient having some evidence behind it does not automatically mean that every product containing that ingredient is effective or suitable for everyone.
Where relevant, we may consider factors such as formulation, dosage, ingredient amounts, labelling, available evidence and value.
Product information can change over time, so readers should check the current product packaging and manufacturer’s information before purchasing or using a product.
Commercial Relationships and Affiliates
iVitamin is a trading name of Vitaness Ltd, which also operates the Vitaness supplement brand.
We disclose this relationship because it may be relevant when iVitamin publishes educational or product-related content concerning ingredients or supplement categories in which Vitaness products are also sold.
Where content discusses a product, ingredient or category that directly relates to or competes with a Vitaness-branded product, this relationship will be disclosed where relevant.
The ownership relationship does not mean that Vitaness products are automatically recommended or endorsed by iVitamin.
Where products are discussed, we aim to distinguish between evidence about an ingredient and claims made by a particular manufacturer or retailer. If evidence is weak, a product is poorly formulated or a claim is not adequately supported, this should be made clear regardless of the brand involved.
Some pages on iVitamin may also contain affiliate links, including links to retailers such as Amazon. If a reader purchases a product through an affiliate link, iVitamin may receive a commission at no additional cost to the reader.
Affiliate links help support the operation and development of the website. The presence of an affiliate link does not mean that a product is suitable for everyone, clinically recommended or endorsed by a healthcare professional.
Sources and References
Where appropriate, articles include references to the sources used to support important health, safety or scientific information.
We aim to use original or authoritative sources where practical, including official UK organisations, regulatory bodies, clinical guidance and peer-reviewed research.
The level of referencing will depend on the subject and scope of the article. A general educational article will not necessarily require the same level of referencing as a detailed article examining a specific scientific or clinical question.
Where scientific research is discussed, references should identify the relevant study or publication where appropriate so that readers can explore the underlying evidence themselves.
Communicating Uncertainty
Health and nutrition research is not always conclusive.
When evidence is uncertain, conflicting or still developing, we aim to communicate that rather than presenting a definitive answer simply because it makes an article easier to read.
Terms such as “may”, “could”, “evidence suggests” or “research has not established” are used where they accurately reflect the available evidence.
A lack of evidence should not automatically be interpreted as evidence that a supplement does or does not work.
Content Updates and Review
We monitor relevant developments in scientific evidence, clinical guidance and regulatory information and update articles when there is a reason to do so.
Articles are reviewed and updated when relevant changes occur, including:
- Important new evidence becoming available
- Relevant UK clinical or regulatory guidance changing
- New or significant safety information emerging
- Relevant regulations changing
- Product formulations or important product information changing
- A factual error or omission being identified
- Previously published information requiring clarification or updating
Where appropriate, articles display a last reviewed or last updated date.
A review date indicates when an article was last assessed and updated where necessary. It does not mean that every statement within an article has been independently reassessed on that date.
Corrections
We take factual and clinical accuracy seriously.
If you believe an article contains a factual or clinical inaccuracy, please contact our editorial team at corrections@ivitamin.co.uk. Please include the relevant article URL and explain the information you believe requires correction.
Reported errors are assessed and, where appropriate, corrected or clarified.
Significant corrections may be reflected in the article’s content or review date.
Not every disagreement with an article represents an error, particularly where the subject involves interpretation of scientific evidence or where the available evidence is uncertain or conflicting.
Our Commitment
We aim to make iVitamin content:
- Evidence-based — grounded in appropriate scientific research, clinical guidance and authoritative sources.
- Transparent — clear about the evidence, limitations and commercial relationships relevant to our content.
- Safety-conscious — mindful of the potential risks associated with supplements and their use alongside medicines.
- Practical — written in clear language so that readers can understand the evidence without unnecessary technical jargon.
Our goal is not to promote supplements simply because they are popular. It is to help readers understand what the evidence does — and does not — show.
Medical Disclaimer
All information published on iVitamin is provided for general educational and informational purposes only.
iVitamin does not provide personalised medical advice, diagnosis, treatment, prescribing or individual medical consultations.
The information provided on this website cannot take account of an individual’s complete medical history, current medicines, allergies, nutritional status, age, pregnancy or breastfeeding status, kidney or liver function, or other personal circumstances.
No article should be used as a substitute for professional medical advice from your GP, pharmacist or another appropriately qualified healthcare professional.
If you have a medical condition, take prescription medication, are pregnant or breastfeeding, or are unsure whether a supplement is appropriate for you, speak to your GP, pharmacist or another appropriately qualified healthcare professional before using it.
Never stop, reduce, increase or change prescribed medication because of information you have read on iVitamin.
Food supplements should not be used as a substitute for a varied and balanced diet and a healthy lifestyle.
Read our full Medical Disclaimer →
About iVitamin
iVitamin is a trading name of Vitaness Ltd, registered in England and Wales.
Company number: 16716541
Registered office:
60 Tottenham Court Road, Suite 6580a
Fitzrovia
London
United Kingdom
W1T 2EW
For general enquiries, please use our Contact Us page.
Editorial Responsibility
All editorial content on iVitamin falls under the editorial responsibility of Sohaib Ahmed, MPharm, GPhC-registered Clinical Pharmacist and Independent Prescriber.
