Bulgaria's Consumer Protection Commission (KZP) has sent orders to pharmacy chains, shops and other sellers over supplements, herbs and mushrooms advertised as a cure for various diseases, including cancer.

Sellers must prove their practice is not unfair. If breaches are proven, the fine can reach 4% of annual turnover.

The orders cover everyone who sells supplements in shops across Bulgaria and online. The KZP is checking claims that the products cure diseases, inflammation or impaired body functions. It has found several products whose descriptions say outright that they cure illness.

One advert reads: "the spores of the magic mushroom…, which even cures cancer, contain the largest amount of active ingredients". Another, for a herb, says: "this incredible super-herb is found in the tropical forests and coastal areas of South America. It has 100+ identified bioactive compounds". The description of a third product says it supports the thyroid gland and cures it, and also cures stomach pain and bowel problems.

Sellers must explain why they say a supplement cures, and back up its contents with scientific studies and expert opinions. The commission also wants documents from manufacturers. They must show whether the product is sold as a medicine or in another category. They must also provide copies of labels, packaging and leaflets on its purpose and effect, batch data and other records.

The KZP will rule on each product separately. It will decide whether the claims credit the product with the power to treat disease or to affect impaired body functions. It will also decide whether the claims mislead buyers about what the product is for and how it works, and so sway their decision to buy. Under the Consumer Protection Act, such deception is an unfair commercial practice.

The fine for unjustified price rises is €10,000 to €100,000 per product.

The day before, the KZP said it was getting more reports of unfair trading and fraud in online shopping.