Collagen Supplement Reviews in 2026: How to Tell Genuine Ratings From Paid Ones

Since 6 April 2025, UK law has banned fake reviews and reviews that hide an incentive, but that doesn't mean every collagen supplement review you read is genuine. Treat star ratings as one signal: look for a natural spread of ratings, specific detail and clear "Ad" labels on influencer posts. Then check what can be verified, such as dose and lab results.

If you're new to collagen, start with what hydrolysed collagen is and how it works. This guide is about judging what other people say about it.

What does UK law say about fake reviews?

The Digital Markets, Competition and Consumers Act 2024 lists practices that are always unfair. It bans:

• writing, submitting or commissioning a fake review, meaning one that claims to be based on genuine experience but isn't

• writing, submitting or commissioning a review that hides the fact it was incentivised

• publishing reviews in a misleading way, for example by removing negative reviews or giving positive ones more prominence

• offering services to do any of the above

Businesses that publish reviews must also take reasonable and proportionate steps to prevent and remove banned reviews. The rules came into force on 6 April 2025, and the Competition and Markets Authority (CMA) can now fine businesses up to 10% of global turnover. Its guidance for businesses says incentivised reviews must be clearly identifiable as such. In March 2026 the CMA opened five new investigations into fake and misleading reviews.

How common are fake reviews?

Common enough to matter. Research for the Department for Business and Trade estimated that 11% to 15% of reviews in three common product categories were likely to be fake. Supplements weren't measured separately, so the true rate for collagen isn't known, but it shows why a high rating alone can't settle a buying decision.

What are the red flags in supplement reviews?

Which? notes that fakers usually aim for a full five-star rating. Warning signs include:

• an unusually high share of five-star ratings, with few or no lower ones

• lots of reviews posted around the same time

• vague praise with no detail about how the reviewer used the product

• mentions of gift cards, refunds or free products, or being asked to change a negative review

• reviews for a different product merged into the listing you're looking at

• a sudden flurry of positive reviews straight after a bad one

One red flag doesn't prove a review is fake, and a small brand may simply have few reviews. Look for patterns rather than single signs.

How should influencer posts be labelled?

Clearly, and usually at the start. The CAP Code, enforced by the Advertising Standards Authority (ASA), says marketing must make clear where reviews have been incentivised, and brands must hold evidence a testimonial is genuine. The ASA expects paid or gifted posts to carry a clear "Ad" label, and says labels such as "gifted" or "in association with" are unlikely to be clear enough on their own.

So if an influencer raves about a collagen powder with a discount code and no "Ad" label, treat it as an advert, not an independent review.

Why do health claims in reviews need care?

Because collagen has no authorised health claim in Great Britain. Supplements can only make claims authorised on the GB register, and the ASA has ruled against collagen products making claims that aren't on it. A customer can describe their own experience, but if a brand repeats those claims in its marketing, they become the brand's claims and must follow the rules.

If a collagen brand's page is full of reviews promising specific results for skin, joints or hair, that's a reason for more caution, not less.

What to check beyond reviews

Reviews tell you how people felt about a product. They can't tell you what's in it. These checks can be verified:

1. dose per serving on the label, and the type of collagen

2. independent lab results from a named laboratory, and what they cover (collagen content and contaminants answer different questions)

3. clear sourcing information, rather than undefined terms; see what collagen labels like grass-fed actually mean

4. claims that stay within the law

For a fuller checklist, see what makes a supplement brand trustworthy.

Applying the same test to NovusDNA

NovusDNA is a UK supplement brand making clearly labelled, science-led supplements tested by Campden BRI, a UKAS-accredited UK laboratory. Here's how it looks against this guide.

Reviews: as of October 2026, NovusDNA shows a Trustpilot score of 4.6 ("Excellent") from 23 reviews. That's positive, but it's a small base, and you should weigh it accordingly. The bigger brands in this category have thousands of reviews, which is exactly why we'd point you to the verifiable facts instead.

Verifiable facts: NovusDNA Hydrolysed Collagen is bovine type I and III collagen peptides at 10 g per serving, unflavoured. Its Campden BRI testing summary reports 94.4 g of collagen per 100 g, lead and cadmium below detection limits, and mercury at 0.007 mg/kg, under a tenth of the GB legal limit. Full certificates are available from info@novusdna.com, and the product makes no unauthorised skin or joint claims.

FAQ

Are fake reviews illegal in the UK?

Yes. Since 6 April 2025, the Digital Markets, Competition and Consumers Act 2024 has banned writing, commissioning or publishing fake reviews, and hiding the fact a review was incentivised. Businesses that publish reviews must also take reasonable steps to prevent and remove them, and the CMA can fine businesses up to 10% of global turnover.

How can I tell if a collagen review is fake?

Look for patterns: a very high share of five-star ratings, many reviews posted on the same days, vague praise with no detail, or mentions of free products. One sign alone doesn't prove a review is fake, so weigh them together and read the lower-rated reviews.

Can brands pay for reviews?

Brands can offer incentives for reviews only if the review makes that clear. Hiding that a review was incentivised is banned, and paid or gifted influencer posts should carry a clear "Ad" label.

Should I trust star ratings on a supplement website?

Use them as one signal. Ratings can't tell you what's in a product or whether it works. Check the dose on the label, published lab results from a named laboratory, and whether the brand's claims are authorised.

How do I report a fake review?

Most review platforms and marketplaces let you flag a review you think is fake. You can also report a business you think is breaking consumer law to Citizens Advice, which passes reports to Trading Standards.

Collagen supplement reviews can help, but they shouldn't outweigh what you can check for yourself. Look for patterns, look for "Ad" labels, and give more weight to dose, sourcing and lab results.

If you're not sure where collagen fits in your routine, the NovusDNA Start Here guide asks six quick questions and suggests a starting point.

This article is for general information and isn't legal or medical advice. Food supplements should not replace a varied, balanced diet and healthy lifestyle.