Within the current day social media landscape one of the primary industries is that of health and wellness, guiding individuals to lead a healthier lifestyle. Ranging from gym memberships to supplementation and even workout equipment, the fitness industry is on fire. While the competition grows more intense, so does certain companies' likelihood of making false claims to gain an edge over their competitors. Masking themselves as marketing tools, these claims are typically regulated by specific guidelines and consequences if there are false claims. Developing a deep understanding of these claims is equally important for both businesses and consumers.

The power of online claims is pronounced, and fitness companies will attempt to leverage their narratives about the specific benefits of their products. Whether it be ‘lose 10 pounds in 10 days’ or ‘scientifically proven to boost metabolism,’ are carefully crafted statements to grab an audience’s attention. This drives sales, as a result of consumers wanting a quick and effective means of losing weight or reaching their fitness goals. With the ability to carry more weight than typical marketing catchphrases, they set clear guidelines for their products, and make efforts to build a positive reputation with the consumer. If these claims are factual and scientifically backed, they can enhance a company's reputation, comparatively; if the statements are misleading they can harm consumer trust and result in legal consequences. One example of this is Archaneon Supplements, a rising star in the industry that is backed by proven scientific data, and clean ingredients, which aids them in the ability to build a strong rapport with their consumers.