NEW YORK As part of The National Advertising Division of the Council of Better Business Bureaus’ ongoing monitoring program and in conjunction with an initiative with the Council for Responsible Nutrition, designed to expand the review of advertising claims for dietary supplements, NAD last week found that Internet marketer Quality of Life Labs, the maker of Kinoko AHCC and Kinoko AHCC Gold, could support the claim that its products “help support normal immune function.” Active Hexose Correlated Compound (AHCC), is a mushroom-derived product made from the hybridized mycelium of the mushroom, cultured in rice bran.
NAD recommended, however, that the advertiser modify or discontinue certain advertising claims for the products, including the statement that the product is supported by more than 80 research studies. “Following its review of the evidence, NAD determined that there were significantly fewer than 80 studies that demonstrated the products improved immune health and recommended that the claim … be discontinued,” NAD noted in a press release.
NAD did find, however, that the valid clinical testing provided did substantiate general claims that AHCC helps support normal immune function and immune health, but recommended Quality of Life refrain from inferring that those general claims applies to its products specifically, which haven’t been vetted by clinical trials.
In its advertiser’s statement, Quality of Life said it agreed “with all of NAD’s recommendations” and would make the recommended modifications.