The nomination of chromium picolinate is based on the potential for widespread consumer exposure. Marketed as a dietary supplement, chromium picolinate is heavily promoted as a muscle builder and weight-loss agent. Industry claims suggest that several million persons may ingest chromium picolinate tablets; sales of chromium-based supplements are approximately $100 million a year.

Some researchers suggest that chromium picolinate causes a significant increase in lean body mass by altering the rate of internalization of insulin. Other investigators have indicated that recommended doses of chromium picolinate by other than the oral route would cause accumulation of chromium in the liver and kidneys, an unknown risk to the consumer. Scrutiny of the literature on chromium picolinate reveals contentious discussion between researchers and some unexpected stakeholders.

A beneficiary of the Dietary Supplement Health and Education Act of 1994, chromium picolinate can be sold legally without evidence of safety or efficacy.