NAD Examines Brain Research Labs' Claims for Procera AVH

NEW YORKThe National Advertising Division (NAD) of the Council of Better Business Bureaus found Brain Research Labs can support certain advertising claims about its Procera AVH dietary supplement, including claims made in testimonials; however, it recommended certain claims and images, including a comparative product chart, be discontinued.

NAD had requested support for claims about the efficacy of the product to enhance memory, mood and cognitive function, including boosting IQ scores, as well as statements to that effect in testimonials. The organization also had concerns regarding certain brain scan images purporting to show increases in blood brain flow and metabolic activity after taking vinpocetin, a key ingredient in the product; it was also concerned about a chart comparing efficacy of Procera AVH with certain other products promoted for brain health.

Brain Research Labs provided background on the scientific efficacy of its active ingredients and development of the patent-pending formula. It also included information on a 30-day, double blind, placebo-controlled clinical trial on Procera AVH.

NAD determined the evidence supported certain claims on the formulation and its ability to improve a broad range of mind, memory and mood conditions; the testimonials were also found to be supported by the Procera study results. However, NAD recommended Brain Research Labs discontinue claims related to the speed at which the product takes effect, as well as double proof of efficacy and its claim that the product is a brain oxygen-boosting miracle, given the single clinical trial and actual results. NAD also concluded the company should cease using the brain scan images and comparative chart.

The company, in its advertisers statement, noted while it did not agree with the entirety of NADs decision, it respects the self-regulatory process and will take the NADs findings into account in the future.