The Polish food supplement market in 2016 was valued at some 3.5 billion Polish zlotys in retail trade, the 2017 forecast projects 4-5 billion zlotys, and it keeps rising. A Polish consumer is simply attacked by advertisements of food supplements, drugs and pharmaceuticals, in all communication channels. As early as 2015, one-fourth of TV commercials concerned health products, and about half of them on the radio.