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NAD: Meltdown Capsules Studies Dont Support Claims
October 28, 2010
3 Min Read
NEW YORKThe National Advertising Division (NAD) of the Council of Better Business Bureaus said a wide range of advertising claims for Vital Pharmaceuticals Meltdown Fat Incinerator Capsules should be discontinued because its fat-burning claims can not be supported by evidence. Vital Pharmaceuticals said it will appeal NADs findings to the National Advertising Review Board.
Claims at issue included:
Worlds 1st Fat Burning Drink."
Meltdown Capsules University Proven To: Burn Fat for 6+ hours and Increase Fat Utilization by 56%."
Increase Metabolism up to 14% for 3+ Hours!"
What supplement burns fat faster than an ice cube melts in the Sahara? Meltdown Liquid Capsules! In a study presented at the June 2008 International Society of Sports Nutrition Conference in the beautiful Red Rock Hotel, researchers discovered that this fat-blasting supplement jacked up metabolic rate so much so that it left scientists scratching their heads as to how it compared to other popular thermogenics. And in fact, what theyve found is that Meltdown is over 273% better than the infamous caffeine plus ephedrine stack! VPX now introduces this fat-blasting matrix in both an 8 ounce drink and a 3 ounce shot!"
972% more powerful than epinephrine"
up to 93% increase in norepinephrine."
The product labeling also featured a before and after" photographic comparisons depicting a woman who lost 22 lbs, and decreased her body fat by approximately 10 percent, and a man who lost 28 lbs and lowered his body fat approximately 7 percent.
Meltdown is a proprietary blend of yohimbine, synephrine and caffeine, designed to increase metabolism and break down fat, and is available in both capsule and drink formulation. In support of its advertising claims, the advertiser submitted three studies conducted on the Meltdown products, including two studies on the capsule and one on the RTD formulation. The advertiser asserted that both the drink and the capsule contain the exact same active ingredients. The advertiser maintained that the research establishes that Meltdown burns calories, and burns body fat.
Following its review of the advertising at issue and the advertisers evidence, NAD found that the advertisers claims that Meltdown can Burn Fat for 6+ hours," and Increase Fat Utilization by 56%," overstated the results of the research, and recommended that these claims be discontinued.
NAD found that the advertisers evidence provided a reasonable basis for the claims that Meltdown will increase metabolism up to 14% for 3+ Hours!" However, NAD found that the evidence did not support any claims about the longer term effect of Meltdown and recommended the advertiser discontinue claims, including before and after" comparisons, that promote the long term benefits.
NAD determined that claims comparing the Meltdown products to ephedrine or epinephrine were based on a comparison of different unrelated studies, conducted on different subjects at different times, and insufficiently reliable to support the claims. NAD recommended the advertiser discontinue the claims. NAD did find that the advertiser could support the claim up to 93% increase in norepinephrine."
Finally, NAD found that because the research on Meltdown demonstrated elevated blood pressure and heart rate in some of the participants, as well as increased feelings of tension and confusion, any advertising for this product should include a disclosure regarding these side effects.
As a part of its ongoing monitoring program and in conjunction with the NADs initiative with the Council for Responsible Nutrition (CRN) to expand NADs review of advertising claims for dietary supplements.
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