Ordinary foods and sports nutrition products are being marketed with claims such as "aids growth," "surge by 20 centimeters," and "reach 185 cm." This has become a common practice among sellers promoting height-enhancing products for children and adolescents, with gamma-aminobutyric acid (GABA) recently being hyped as a "miracle drug" for increasing height.
Previously, an investigation exposed several live-streamers who faced legal scrutiny for false advertising while selling related food products. For instance, a product named "GABA Hydrolyzed Egg Yolk Bone Peptide Calcium Drink" from the Linoder brand was promoted in a live stream titled "Tsinghua Dr. Lin - Linoder" as the nation's top seller, with claims like "one small bottle daily for growing taller" and "one small bottle daily for a height boost." In another live stream by "Tsinghua Dr. Feng," a product called "Yangnengjian School-Age DHA Algae Oil Lutein Ester Gummy Candy" was advertised with assertions of "patented blue light protection formula," "helps children learn and remember more," and "dual benefits for eyes and brain with one gummy."
However, food safety experts clarify that GABA, used as a common food ingredient, lacks scientific evidence to support claims of promoting growth hormone secretion or increasing height. Promises such as "grow 20 centimeters" or "breakthrough height" are not scientifically substantiated, and excessive intake may cause minor discomforts like dizziness and fatigue.
On platforms such as Taobao, JD.com, and Douyin, many merchants strongly associate GABA-related products with "height development" or cite literature in product descriptions suggesting GABA can help shorter children grow taller, subtly linking the ingredient to height increase. Best-selling lists include well-known brands like "Xiaokuihua" and "Shandong Renhe," which also engage in implicit associations or non-compliant advertising.
The Ali Health Pharmacy store on Taobao is a particularly severe case, with over ten products containing GABA prominently featuring slogans like "height shooting up," "better than growth hormones," and "no more short kids." Some products even promise full refunds if no height increase occurs.
Legal experts point out that neither sports nutrition foods, ordinary foods, nor even state-approved health foods are permitted to claim height enhancement benefits. Marketing products as capable of promoting height development constitutes false advertising or consumer fraud. Regulatory bodies and e-commerce platforms need to collaborate on source control, process supervision, and post-event accountability to protect consumer rights.
On JD.com, some merchants display promotional slogans linking GABA to "promoting height development." Many products marketed as "height-boosting" favorites are not classified as health supplements, and some have been identified as involving false advertising.
Search results on major e-commerce platforms show numerous brands promoting GABA-added products, primarily in tablet or oral liquid form, with highly similar marketing claims regardless of origin. These include assertions like "grow 20 centimeters," "achieve new heights," or "easily surpass 180 cm," often referencing research literature to imply a strong link between GABA and child height development.
A lawyer from Hunan Jinzhou Law Firm noted that regulatory adjustments have removed "improving growth and development" from the approved health function claims for health foods. Therefore, even if a product is a health supplement, it cannot legally claim to "aid height increase."
One product, "Yangnengjian GABA Sweet Orange Multivitamin Chewable Tablet No. 1," claims to be the national sales leader and ranks high across platforms. The brand's customer service stated that this product is a general nutritional supplement, not a drug or health supplement. However, customer reviews often share "height growth experiences," and product details sometimes include research literature on GABA increasing growth hormone secretion, subtly tying the ingredient to height enhancement needs.
According to previous reports, Yangnengjian's "GABA Multivitamin Chewable Tablet" gained significant market traction in 2024. Despite lacking pharmaceutical backing or celebrity endorsements, this non-drug, non-supplement product achieved sales of 10 billion yuan within six months, with a monthly compound growth rate of 77%.
Recently, however, Yangnengjian has faced质疑. Consumers reported deviations in three indicators for its "GABA Sweet Orange Multivitamin Chewable Tablet No. 1," though the brand's customer service maintains that the product complies with national standards.
This is not the first controversy for Yangnengjian. An October 2025 report highlighted that Feng Chao, claimed as a product developer for "Yangnengjian School-Age DHA Algae Oil Lutein Ester Gummy Candy," promoted the product in live streams for eye and brain benefits and blue light protection. Investigations revealed the product was merely ordinary candy, not a health supplement, leading to a false advertising investigation by market regulators.
Similarly, in the GABA product market, other merchants have engaged in false advertising. A November 2025 report exposed Linoder's "GABA Hydrolyzed Egg Yolk Bone Peptide Calcium Drink," also touted as the national sales leader, with live streamers claiming it aids child growth. Investigations confirmed it was not a health supplement. Following the report, market regulators in Guangzhou identified the entrusting party, Linoder (Guangzhou) Biotechnology Co., Ltd., for false advertising and are investigating other potential violations, with administrative penalties planned.
Most GABA-added products are classified as special dietary foods or ordinary foods, not health supplements, and are often marketed for children and adolescents.
On Douyin, seven of the top eight best-selling GABA products are sports nutrition foods. Food safety experts emphasize that these foods are not designed for general youth or children as daily nutritional supplements or growth aids and do not possess height-increasing functions.
The top-selling products include brands like Renhe, Xiaokuihua, Zhaoyizhu, Shanliduo, Yangnengjian, Energy Guardian, Diqiu, and Linoder, with sales ranging from over 70,000 to over 1 million units. Except for Linoder's product, which is an ordinary beverage, the other seven comply with the GB24154 standard for sports nutrition foods.
Customer service responses to inquiries about height increase vary, with some denying guarantees and others hinting at benefits based on customer feedback, such as children outgrowing their pants.
On JD.com, Taobao, and Douyin, many merchants use height-enhancement slogans on their main pages. The Ali Health Pharmacy store on Taobao is particularly notable, with over ten products prominently promoting growth development.
For example, one product, "Dr. He Boost Power GABA Lysine Growth Multivitamin Tablets," promises "sprint to 185 cm" and offers a full refund if no 15 cm growth occurs after five bottles. Another, "Youpubei Compound GABA Powder," claims "rapid growth," but customer service clarifies both are not health supplements—the former is a sports nutrition food, and the latter a food-grade solid beverage. Another product, "JSAWELL GABA & Lysine Day-Night Dual Capsule Combo," advertised as "equivalent to 30 growth hormones" with over 10,000 sales, is described by Ali Health customer service as a food-grade solid beverage that provides continuous height-boosting effects.
Public information indicates that sports nutrition foods are distinct from health supplements and ordinary foods, designed for athletes' specific metabolic and recovery needs and classified as special dietary foods.
Consumer protection laws require that merchants provide accurate and comprehensive information about product quality, performance, and usage. Any ordinary food, regardless of its ingredients or marketing, is prohibited from claiming health or therapeutic effects without official health supplement approval.
Legal experts state that using phrases like "pants became shorter" to imply effectiveness or making explicit height guarantees constitutes false advertising by misrepresenting product performance. If merchants knowingly deceive consumers by fabricating benefits or concealing product attributes, exploiting parental anxiety, it may constitute consumer fraud, entitling consumers to refunds and triple compensation.
Experts recommend that regulators and e-commerce platforms collaborate to address false height claims for GABA products through source control, process supervision, and post-event accountability to safeguard consumer rights.
Regarding GABA's actual effects, a national senior food inspector and food safety expert explained that GABA is a neurotransmitter synthesized by the human body. External supplementation research focuses on sedation, sleep aid, and anxiety relief, with limited evidence for children's benefits. While some studies suggest it may improve sleep quality in children, there is no scientific basis for claims of promoting growth hormone secretion or height increase. Excessive intake may disrupt neurotransmitter balance, causing drowsiness or concentration issues, and there is no established safe intake level for children.
The expert warned that overhyping GABA's height-enhancement benefits may lead parents to neglect balanced diets. Relying on supplements while reducing intake of calcium-rich foods like dairy, leafy greens, and legumes could result in nutritional imbalances.
Most GABA products on the market are sports nutrition foods (endurance type) under the GB24154 standard. These are intended for individuals exercising at least three times weekly for 30 minutes at moderate intensity, not for general youth or children as daily supplements or growth aids. They do not prevent diseases, treat conditions, or increase height. Marketing them to general adolescents is inappropriate and non-compliant.
Many merchants cite research literature on GABA increasing growth hormone secretion to subtly associate it with height needs. Sports nutrition foods are formulated for athletes' metabolic requirements, differing from nutritional needs for normal adolescent growth. Long-term use by non-athlete youth may lead to nutrient imbalances or metabolic strain and is not recommended.
The expert concluded that balanced diets suffice for general populations and non-athlete youth, who should not self-administer sports nutrition foods. Marketing these as height enhancers is misleading and unscientific. Strengthening regulations on labeling and advertising is essential to protect youth dietary safety and consumer rights. Children's growth results from diet, sleep, exercise, and genetics—no beverage can replace balanced nutrition and healthy lifestyles.
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