IU stands for International Unit and is a standard and internationally accepted unit of measurement for vitamin A (and Beta-carotene), Vitamin D and Vitamin E. The remainder of vitamins and minerals are measured in milligrams (mg) or micrograms (mcg). Although IUs can be converted into mgs, most supplement labels, as well as food labels will reflect the amount of these nutrients in IU.
The percent daily value is put forth and regulated by the FDA. It is based on a standard 2,000 calorie/day diet and should be used as a guideline to determine the amount of nutrients in a food or supplement.
5% daily value indicates a source of low nutrient density
20% daily value indicates a source of high nutrient density
These numbers should be references in order take in an optimal amount of nutrients. You won't find a daily value for sugar and trans fats. These food sources include typical pastries and sweets (cookies, cakes, donuts, other fried confections) that are calorically dense but low in nutrients.
Supplement regulation is not the same as prescription and nonprescription drugs. They are put through a different set of regulations by the FDA through Dietary Supplement Health and Education Act (DSHEA)
The dates indicated on our bottles are a guideline for optimal potency. An expired supplement may not be harmful but it will not serve the purpose intended.