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NAD Issues Mixed Report on Nutrition 21 Claims
December 3, 2008
1 Min Read
NEW YORK—The National Advertising Division (NAD) of the Council of Better Business Bureaus reviewed advertising claims made by Nutrition 21 Inc. for the company’s Core4Life Advanced Memory Formula (AMF) and issued a mixed report, stating some claims were substantiated, but others should be modified or discontinued. Claims and ads at issue included:
“Only Core4Life Advanced Memory Formula offers the unique combination of Chromium Picolinate, Phosphatidylserine (PS) and DHA to provide nutrition support while promoting healthy glucose metabolism to Improve Memory, Increase Alertness, and Improve Focus and Vitality”;
An advertisement featuring a consumer “scorecard” to rate their memory and determine whether the product could be a fit; and
Front panel product claims: “Improves Memory & Recall”, “Increases Alertness & Concentration” and “Helps Improve Focus and Vitality.”
After reviewing the evidence submitted, NAD determined there were two types of claims—product claims and ingredient claims—and that there was sufficient substantiation for general non-quantified claims on the ability of the ingredients to improve memory and concentration. However, NAD recommended the unqualified product claims on the front panel of the package, and the consumer scorecard be modified to reflect existing evidence on the actual product, or discontinued.
In its advertiser’s statement, Nutrition 21 stated it appreciates “NAD’s careful consideration in making its decision and agrees to take the NAD’s conclusions and recommendations in this matter into account in future advertising of its Core4Life Advanced Memory Formula product.”
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