NEW YORK The National Advertising Division of the Council of Better Business Bureaus on Tuesday recommended that Calpis USA modify certain advertising claims for the product “ameal bp,” a dietary supplement aimed at aiding in controlling high blood pressure.
NAD determined that the advertiser provided a reasonable basis for claiming that ameal bp has been clinically shown to help maintain healthier blood pressure and that it is safe and has no side effects.
NAD, however, recommended that the advertiser curtail the number of studies used to support the ameal bp product from as many as 15 to the three clinical studies NAD deemed relevant and reliable, and that Calpis should reference a “healthier,” rather than “healthy,” blood-pressure range.
Finally, NAD recommended that the advertiser more prominently, clearly and conspicuously display the qualifier that “ameal bp is not a prescription drug and is not intended to replace your current medications.”
The company, in its advertiser’s statement, said that it appreciates the opportunity to participate in NAD’s self-regulatory process. “Calpis accepts NAD’s decision and will implement NAD’s recommendations in all future advertising for ameal bp,” Calpis said.