With longevity science gaining global attention and new products rapidly entering the market, overseas supplement retailers are increasingly targeting Australian consumers online.

Among the products attracting increased attention are supplements marketed to boost NAD+ levels—a molecule linked to cellular energy and ageing that has become a major focus in the global longevity industry.

Australians are being urged to exercise caution when buying online products containing nicotinamide mononucleotide (NMN) from overseas. NMN is now permitted for use in listed complementary medicines in Australia under the Therapeutic Goods Administration (TGA).

NMN is a molecule that helps the body replenish NAD+ levels, which are essential for energy production and DNA repair. It can be taken as an oral supplement to support NAD+ production. Hailed as an anti-ageing ingredient, NMN has become increasingly sought after by consumers worldwide who are interested in healthy ageing.

Any products claiming to contain NMN for human consumption in Australia must source the ingredient through the country's authorised supplier, Longevity Life Sciences.¹ Products marketed online outside the authorised supply pathway may not meet Australia's regulatory standards and requirements.

Aussie consumers targeted online with unregulated NMN from overseas

Dr Teresa Nicoletti, a PhD-qualified scientist and healthcare regulatory lawyer, is an adviser to Longevity Life Sciences, Australia's only authorised supplier of NMN.¹

She said online purchases are especially concerning because product quality and safety cannot be assured.

"The TGA's regulatory authority is limited to products supplied within Australia, which creates complexity when products are sold and promoted across international websites," Dr Nicoletti said.

"In some cases, sites may even use references such as 'formulated and bottled in Australia' or 'as seen on television' to create the impression of an Australian-based business, which is misleading."

"Further, therapeutic goods that are supplied in Australia must be entered in the Australian Register of Therapeutic Goods (ARTG), which at least provides some measure of quality and safety. However, many of the products being promoted to Australian customers are not listed on the ARTG."

Currently, CellVive NMN® is the only NMN ingredient permitted for use in the manufacture and supply of NMN supplements for human consumption in Australia.¹ Products marketed as containing NMN that do not source the ingredient through Longevity Life Sciences are therefore non-compliant.

"The concern with these online operators is that they are making a wide range of promotional claims about their NMN, including strong claims that they may potentially help prevent conditions such as Alzheimer's disease," Dr Nicoletti said.

Longevity Life Sciences said it remains committed to protecting Australian consumers and will continue taking action against companies promoting non-compliant NMN products to the local market.

Peak body cautions Australians to be careful when purchasing supplements online

John O'Doherty, CEO of Complementary Medicines Australia (CMA), supports stronger consumer awareness of Australia's regulatory requirements for complementary medicines.

Complementary medicines encompass a wide range of products, including vitamins, minerals, herbal remedies, and traditional medicines such as Ayurveda and Traditional Chinese Medicine. This category also includes supplements containing NMN that are intended to support NAD+ levels.

"Purchasing complementary medicines from overseas websites carries significant risk for Australian consumers. Quite often, overseas products will not contain the amount of ingredients they claim. Sometimes this means there is no active ingredient at all, or dangerously high levels. You simply don't know what you're getting," Mr O'Doherty cautioned.

"There are clear safety standards that TGA-regulated products must comply with. This includes strict requirements for labelling, warnings, and directions for use."

"It's really important that consumers understand products purchased from overseas may not have undergone the same quality and safety checks," Mr O'Doherty added.

In addition to CMA's consumer warning and the actions being taken by Longevity Life Sciences against non-compliant companies, the TGA has also taken enforcement action and continues to issue infringement notices and fines.

How to spot a regulated product

CMA recommends consumers carefully review the product label before purchasing any complementary medicine online.

"One of the easiest ways to know you are purchasing a TGA-regulated product is the presence of an AUST L number on the label. This indicates the product has been manufactured to Good Manufacturing Practice (GMP) standards, ensuring the contents match the label claims and that unintended or undeclared ingredients are not present," Mr O'Doherty said.

An AUST L number is typically displayed on the front or back label alongside the product name and appears as 'AUST L' followed by a unique identification number.

If the AUST L number is not visible, consumers can search the product name in the Australian Register of Therapeutic Goods (ARTG) database to confirm the product's listing and regulatory status.

For consumers purchasing NMN products, CellVive NMN® should appear on the ingredients label alongside the AUST L number.

If a product claims to contain NMN but does not reference CellVive NMN® or is not listed on the ARTG, consumers should exercise caution regarding its regulatory status in Australia.