What is the deal with all of the Prevagen commercials?

And 5 things you need to know about supplements in 2025

Jan 23, 2025

Hi, hello, good AM!

If your TV is anything like mine, every other commercial announces loudly, "Boost your memory with Prevagen!"1

Maybe after misplacing your keys or forgetting your sunglasses are on your head, you've been tempted to try this supplement. And rightfully so, the TV commercials are convincing. (So convincing that the FTC sued Prevagen!)

But before you spend your money on a bottle of jellyfish protein that has only been safety tested on rats, here are five things you should know about Prevagen and the broader supplement landscape in 2025:

1. Supplements are meant to 'supplement,' not replace.

In an ideal world, the majority of our nutritional intake would come from local, organic, seasonally diverse whole foods.

The reality is that:

Industrial farming practices have depleted the soil of essential nutrients, leaving many foods less nutrient-dense than in past generations.
Grocery stores don't particularly help with this endeavor as they are often lined with foods that are ultra-processed, nutrient-poor, and, in some cases, cheaper than fresh produce.
Inflation, low wages in contrast to increasing costs, and public benefits that have not kept up with the times don't make this attainable for many families.

Yet, this doesn't mean we should give up trying to attain the highest quality foods. Consider visiting your local farmers market, food co-op, or health food store wherever possible.

The goal is to use supplements to help fill gaps in our diet (or to heal specific conditions) when modern life makes it challenging to get everything we need from food alone.

I find it helpful to think of supplements as an insurance policy.

2. First, do no harm: Do you know what is in your supplement?

The FDA oversees the regulation of supplements in the US. However, supplements are less strictly regulated than pharmaceutical medications, leading to varying quality, purity, and safety levels.

While the FDA has created Good Manufacturing Practice (cGMP) standards, companies are NOT required to undergo third-party testing. Due to this, untested products may include incorrect or adulterated ingredients, contain cross-contaminants such as heavy metals, pesticides, and pharmaceuticals, or their labels may be inaccurate.

Last year, dozens of supplements were pulled from the market because they contained medications such as Viagra, Tylenol, and others.2

When you take a supplement, you deserve to know that what is on the bottle is exactly what you are getting. This is why high-quality supplement companies that undergo voluntary third-party testing are more vital than ever.

3. Not all supplements are created equal. CVS v. Thorne, which is better?

side by side image of thorn basic nutrients 2/day and cvs one daily essential multivitamins. shows the bottle and the supplement facts of each.

Let's compare two multivitamins. The first is a CVS-branded Essential Multi, and the second is my most recommended supplement, Thorne Basic 2/day Multi.

When assessing a supplement, it's just as important to know what's in it as much as what's NOT in it.

The CVS product contains three artificial colors: Red dye #40, Yellow #6, and Blue #2. Artificial colors have been linked to the development of cancer, exacerbation of ADHD symptoms, and developmental delays.3 Secondly, the product contains folic acid rather than the bioactive form of folate (Vitamin B9), which is necessary for the synthesis of DNA and the formation of red blood cells. This product contains soy. Depending on your unique health concerns, additional soy may not be recommended. Lastly, the quantity of this product's individual vitamins and minerals is on the lower side.
The Thorne product doesn't contain any artificial colors. It contains the bioactive form folate, is gluten-free, soy-free, and dairy-free, and contains generally higher amounts of vitamins and minerals.

If the goal of supplementation is to support our overall health, we must ensure that the products we choose are clean, safe, and effective; the use of artificial colors and flavorings does not support that goal.

4. What about Amazon?

Look, Amazon's convenience is unparalleled, so I get the temptation to do one-click overnight shipping.

AND. Even if you choose a reputable supplement company that undergoes appropriate testing, you may still not receive what you believe you are buying if you obtain them via third-party resellers such as Amazon and eBay. The products may not be adequately stored, such as in certain probiotics requiring refrigeration, expired, or, in some cases, they may be counterfeit.

More than once, I've had a patient find their Amazon-purchased supplements tampered with via fake labels, safety seals removed, and other concerning modifications.

5. Personalization is key! (AKA: Is that probiotic right for you?)

Despite strict marketing regulations, supplements may often contain health claims such as "cures bloating" or "reduces acne." However, not all symptoms require the same solution.

For example, there are probiotics on the market that promise to fix bloating. If you start taking this supplement but have SIBO (small intestinal bacterial overgrowth), you may end up making your bloating worse. Likewise, supplement and medication interactions exist and have consequences, making a personalized approach even more necessary.

So… what about Prevagen?

The ingredients in Prevagen are listed as Vitamin D- 50 mcg, Apoaequorin- 10 mg, microcrystalline cellulose, vegetable capsule, maltodextrin, casein peptones, lactose, magnesium stearate, modified corn starch, salt, soy peptones, and sugar.

Apoaequorin is a jellyfish-derived protein with limited data to support its efficacy in cognitive health and safety.4 In December, NY AG Tish James and the FTC won their lawsuit against Prevagen's "memory improvement" claim.5 The other main ingredient in Prevagen is Vitamin D, and unlike Apoaequorin, Vitamin D's role in bone development, inflammation reduction, and mood has been well documented.6

It is certainly possible (though not proven by any studies) that folks who reported improved memory from Prevagen were experiencing it secondary to Vitamin D's inflammation reduction benefits. However, Vitamin D with a side of salt, soy peptones, and sugar does not make it worth its $48 price tag in my book.

And as I stated previously, the cause of one person's memory decline may not be the same as another, making the need for personalization absolutely vital in today's supplement market.

Here's the takeaway: High-quality supplements from reputable manufacturers who perform third-party testing purchased directly from the company themselves or Fullscript used adjunctively to a high-quality diet is the goal!

Send me your supplement questions!

As you may have gathered, the supplement market is a bit like the wild, wild west! What other questions about supplements do you have? Send me your questions and I will answer them in a future newsletter! (No personal medical advice questions please!)

Send your supplement questions here!

Lastly, if you've got a box full of supplements you're unsure about, let's talk about it!

I offer supplement audits where I assess your supplements' quality, safety, and efficacy to get you sleeping better, stressing less, or working on whatever health concerns are bothering you at the moment! Schedule a supplement audit here.

Be well,

Dr. Gettman

Enthusiasts Index: An Occasional List of Things I’m Currently Loving

“I’m a big advocate for not hiding your enthusiasm for things. It seems like there is a false stigma around eagerness for things in our culture of unbothered ambivalence.” Taylor Swift, NYU Commencement Speech

The Inbox Cleanout: The end of the year got a little wild, and I’m finally getting around to reading all the beautiful end-of-year reflection newsletters.
Courtney Martin
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Think Deeply: Soccer icon Megan Rapinoe was on Nessa Kaepernick’s (former NFL player Colin Kaepernick’s wife) podcast discussing equal pay, life after sports, and the continued fight for racial equity in the US. It’s a long listen but well worth it.
Stunning Art: During the in-between week at the end of the year, I was thrilled to see the new Alvin Alley exhibit at the Whitney Museum in NYC. It was among the most thought-provoking, expansive, interactive, and multi-disciplinary exhibits I’ve ever seen. (And I’ve seen a lot of art.) The exhibit closes soon, FYI.
Forever an
Alison Roman
stan: I made a big batch of this chili a couple of months ago, and it’s been a strong favorite in the dinner rotation. It’s a Sunday afternoon with some good tunes on in the background kinda project, and yet, it's SO worth it.
Starting to get cabin fever? Consider grabbing a friend and twenty bucks and take a trip to Dave & Buster's. There’s not much a little competitive skee ball can’t solve. We’ve become regulars at ours, and it still brings me so much joy.