Align Product Claims Get Mixed Review from NAD

NEW YORK—The National Advertising Division (NAD) of the Council of Better Business Bureaus determined Procter & Gamble (P&G) has reasonable support behind the certain advertising claims for its Align dietary supplement product; P&G voluntarily discontinued certain “clinically proven” claims during the NAD review.

NAD had requested support for claims about Align’s ability to build and maintain a stronger digestive system, and the efficacy of the active ingredient, Bifantis®, including its “clinically proven” ability to protect against certain digestive dysfunction. After it received NAD’s request, P&G said it would discontinue the “clinically proven” claims in all U.S. media while it conducts additional research on Align.

In reviewing the remaining claims, including one that “Align is the #1 Gastroenterologist-Recommended probiotic supplement,” NAD determined the claims were supported by surveys conducted by P&G as well as the clinical body of evidence on Align.

In its statement, P&G stated, “As a strong supporter of the NAD, P&G will honor its commitments to NAD and will as always take the NAD’s decision into account in future advertising.”