On March 25, WeChat Video Accounts (China’s leading short-form video platform under Tencent’s ecosystem) announced three critical policy updates via its WeChat Shop Rules Center, marking the official launch of the Health Supplements category. This move underscores China’s growing confidence in the 短视频 (short-video) commerce sector, despite the strict and sensitive regulatory environment surrounding health products.


Key Highlights for International Brands:
🔹 Cross-Border Restrictions:
While cross-border purchases via Video Accounts are not yet available, overseas brands can apply for the "General Dietary Supplements" category through general trade imports. Requirements include:

Customs Import Declaration Form (issued within the past year) displaying the brand and product name.
Inspection and Quarantine Certificate matching the contract/agreement number on the customs declaration.
Entrusted Import Agreement (if the customs declaration’s operating/consignee entity is not in the authorized chain).

🔹 Prohibited Products and Ingredients:

Function Claims Banned: Products claiming to promote lactation, enhance growth/development, inhibit tumors, improve sexual function, or use terms like "anti-mutation" or "aphrodisiac."
Restricted Ingredients:
1st Category (Health/Dietary Supplements): NMN (β-nicotinamide mononucleotide), GLP-1/Semaglutide, γ-hydroxybutyric acid, poppy pollen, sibutramine, phenolphthalein, sennoside A/B, sildenafil.
2nd Category (General Dietary Supplements): Propolis-containing products.
Combination Products: Grouped items (except same-product variations like flavors/sizes) are temporarily prohibited in the 1st category.

🔹 Future Outlook:
Sources indicate potential cross-border product launches on Video Accounts in H2 2025. Stay tuned for updates!

Why This Matters for Global Brands:
China’s $80B+ health supplements market offers immense opportunities, but compliance is non-negotiable. Brands must navigate complex regulations, pre-approval processes ("报白"), and ingredient restrictions to succeed. Partnering with local experts can streamline market entry and mitigate risks.