NAD makes two supplement recommendations

6/10/2008

NEW YORK The National Advertising Division of the Council of Better Business Bureaus made a pair recommendations last week regarding dietary supplement advertising.

NAD recommended that Bioforce USA modify or discontinue advertising claims for its Sanhelios Curbita Bladder Caps dietary supplement that suggest the product “strengthen” the bladder. However, NAD found reasonable support for claims that the product could “support” or “enhance” bladder function. NAD also found that the advertiser’s claim of “uniqueness” was supported.

Bioforce, in its advertiser’s statement, indicated that it “is gratified that the NAD concluded that the claims for Sanhelios Curbita Bladder Caps to support and enhance bladder function are substantiated”, “its uniqueness claims are supported,” and that “claims to strengthen the bladder are also appropriate as long as properly qualified.”

NAD also reviewed the advertising of New Charter Distribution, recommending that the company modify or discontinue several advertising claims for its Blockade brand dietary supplement, including that the product blocks viruses like influenza from entering and infecting human cells within minutes of use.

Blockade’s active dietary ingredient is “ViraBloc,” an elderberry extract developed by HerbalScience Nutraceuticals.

At the outset of the NAD inquiry, the advertiser represented that it would discontinue certain claims at issue and modify the claim “BLOCKS & LOCKS VIRUSES ... COLD.” NAD concluded that the advertiser could continue to make certain claims about Blockade’s mechanism of action, as long as they are limited and properly qualified, and do not suggest or imply disease treatment or prevention.

The company, in its advertiser’s statement, said it agrees “to take into consideration all of the recommendations of NAD in all future national advertising of Blockade intended for sale to consumers in the United States, and will follow NAD’s recommendation to inform those online retailers which are advertising Blockade of this decision, including the recommendations in this decision.”

Both challenges were brought to NAD by the Council for Responsible Nutrition.

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