NAD Questions Claims for Weight-Loss Drink

NEW YORKThe National Advertising Division (NAD) of the Council of Better Business Bureaus recommended Celsius Inc. discontinue certain performance claims for its Celsius weight-loss beverage. However, NAD said Celsius provided adequate substantiation to support other advertising claims NAD had previously questioned. These claims were recently modified during the course of NADs review.

Claims at issue were in print and Internet advertising for Celsius, and included:

NAD noted the advertiser asserted it had modified most of the challenged claims for Celsius, including claims made on packaging and labeling. In making its determinations, NAD considered the evidence submitted by Celsius, which including six separate studies three on subjects who used the product without exercise and three on subjects who used the product in conjunction with an exercise program. NAD also evaluated whether claims related to calorie and fat burning implied use of the product without exercise would result in weight loss.

Following its review, NAD determined certain claims, as modified, were supported by the advertisers evidence, as long as those claims are presented in the context of advertising geared to people who exercise and made clear achieving the promised benefits of the product requires exercise. NAD found the advertiser could support claims that referenced the taste of Celsius and the products ingredients, as well as claims that Celsius supplementation results in increased metabolism" calorie burning" fat loss," decrease in body fat," greater endurance performance" and  greater resistance to fatigue (increased energy)."

NAD recommended the advertiser modify the claim that Multiple studies have shown a single serving of Celsius on average burns up to 100 calories or more by raising metabolism over a three hour period, generating increased energy and alertness," to a more general claim that Celsius combined with exercise, can burn calories.

NAD also found that the modifications made by the advertiser to its packaging and advertising materials helped to convey the exercise" message, and were necessary and proper.

Finally, NAD recommended that the advertiser discontinue the specific percentage claims, claiming 78% greater fat loss," 114% greater decrease in body fat," 79% greater endurance performance," 32% greater resistance to fatigue (increased energy)" and 5.5 lbs of Fat Loss," because they are based on the results of a single study and overstate the benefits achieved.

The company, in its advertisers statement, said it accepts NAD's decision as demonstrated by Celsius' current advertising that already implements NAD's recommendations." The company added it will take NAD recommendations into account in future advertising. 

NAD, the advertising industrys self-regulatory forum, examined Celsius claims as part of its ongoing monitoring program and in conjunction with NADs initiative with the Council for Responsible Nutrition (CRN) an initiative designed to expand NADs review of advertising claims for dietary supplements.