NAD asks dietary supplement co. to modify or discontinue ad claims

NEW YORK The National Advertising Division of the Council of Better Business Bureaus last week recommended that Central Coast Nutraceuticals modify or discontinue certain advertising claims for the company’s Colotox dietary supplement.

NAD had request substantiation around the company’s implied claims of the product’s utility with colon cancer. And at the outset, the advertiser said it would permanently discontinue claims related to cancer to avoid any misperception that Colotox helps prevent colon cancer.

Central Coast also agreed to discontinue claims related to the positive impact of detoxification has on the appearance of hair, nails and skin; and that Colotox is the “purest and most effective cleansing product on the market today.”

In support of its remaining claims, the advertiser said it relied on testing conducted on each of the key ingredients in Colotox, including buckthorn, cascara sagrada, rhubarb, psyllium, fennel, ginger, licorice and goldenseal.

NAD did find the company provided reasonable support for claims regarding the product’s laxative properties.

The company, in its advertiser’s statement, said it does not agree with NAD’s determination regarding the “detoxification properties” of Colotox. However, the company said, “CCN will comply with the NAD's recommendation that it discontinue making claims that Colotox can remove toxins from the body.”

The company noted that it “values and supports industry self-regulation, and we welcome the NAD's decision regarding advertising for Colotox."

NAD had initially referred Central Coast Nutraceuticals to the Federal Trade Commission and Food and Drug Administration after being unable to establish contact with the advertiser. However, following the referral, the advertiser contacted NAD and expressed its desire to participate in the self-regulatory process.