Initiative highlights need for Dietary Supplement Listing Act
Washington, D.C. — The Council for Responsible Nutrition (CRN) announced the launch of a new social media campaign, “Sergeant Searchlight,” to raise awareness about the urgent need for greater transparency in the dietary supplement marketplace through the Dietary Supplement Product Listing Act.
At the center of the campaign is Sergeant Searchlight—a superhero fighting for transparency and accountability. As the personification of legislation led by Senator Dick Durbin (D-IL) and a companion bill introduced in the House by Representative Maxine Dexter (D-OR), Sergeant Searchlight “shines a light” on a marketplace that currently lacks full visibility into what products are being sold.
“Consumers deserve clarity, regulators need visibility, retailers want guidance, and responsible companies should not have to compete with marketers who operate in the shadows,” said Steve Mister, President & CEO of CRN. “Sergeant Searchlight brings this issue to life in a way that is engaging, memorable, and grounded in a serious policy need: ensuring that every supplement on the market is known to FDA.”
A Campaign Built on a Simple Truth: You Can’t Regulate What You Can’t See
CRN is canvassing Capitol Hill with Sergeant Searchlight’s messaging on how the Dietary Supplement Listing Act shines a light on what matters and mitigates “The Aisle of Darkness,” a critical gap in the current system: there is no comprehensive, product registry of dietary supplements currently on the market.
The Dietary Supplement Listing Act would address this gap by requiring companies to submit basic product information—such as label details and ingredients—to FDA.
The legislation would:
- Increase transparency across the marketplace
- Strengthen FDA oversight and enable faster action against bad actors
- Build consumer trust through accessible product information
- Level the playing field for responsible companies
- Provide retailers with greater confidence in the products they sell
From “Darkness” to Data: Why Listing Matters
The campaign underscores that while many reputable companies already operate with high standards—and some participate in voluntary registries like CRN’s Supplement OWL —voluntary efforts alone cannot ensure full market visibility.
“Federal product listing ensures that all companies operate under the same expectations,” Mister said. “It’s not about adding burden—it’s about creating accountability and transparency across the entire marketplace.”
The “Sergeant Searchlight” campaign will roll out across CRN’s social media platforms, featuring:
• Visually compelling infographics
• Educational Q&A content
• A comic-style storyline illustrating real-world consumer challenges
• Clear calls to action to support transparency in the supplement market.
Learn more at: https://crnusa.org/sergeantsearchlight
The Bottom Line
The campaign’s central message is clear:
In a marketplace built on health, there’s no place for darkness.
“Transparency strengthens the market—it doesn’t weaken it,” Mister added. “If you believe in quality, science, and accountability, you’ve got nothing to fear from the light.”
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The Council for Responsible Nutrition (CRN), founded in 1973 and based in Washington, D.C., is the leading trade association representing the dietary supplement and functional food industry. Bringing together manufacturers, ingredient suppliers, and service providers, CRN unites its member companies around a shared commitment to science, transparency, and responsible business practices—advancing a strong, credible marketplace that supports consumer health and industry growth.
In an increasingly complex regulatory and media environment, CRN serves as the industry’s front line—shaping science-based policy, defending market access, and countering misinformation. Through strategic advocacy, self-regulatory leadership, voluntary guidelines, and evidence-based communications, CRN ensures that responsible companies are recognized, protected, and positioned to innovate and compete. Learn more at crnusa.org and follow @CRN_Supplements on X and LinkedIn.
