NAD Review Mixed Bag for Elations

NEW YORKThe National Advertising Review Council (NARC), part of the Council of Better Business Bureaus (BBB) National Advertising Division (NAD) recommended Elations Co. LLC discontinue or modify certain advertising claims for its Elations Liquid Supplement product; NAD did determine the Cincinnati-based company had adequate substantiation for certain claims at issue.

NAD examined certain claims and testimonials appearing in advertising for the product line of beverages featuring glucosamine and chondroitin. Specific claims for which NAD requested substantiation related to the bioavailability of the formula, clinical substantiation, speed of improvement (significant improvements in joint comfort in six days, with very strong results in as little as three days!"), and effects of its combination of calcium, citric acid and malic acid (CCM) on bone density and calcium retention. The testimonials similarly discussed speed of impact, such as within one week I started to notice the difference" and felt a difference almost instantly." Additionally, a testimonial from retired NFL player Jerry Rice said consumption of Elations made him feel like he could perform in the NFL like a 20-year-old.

Elations provided information to NAD related to the formula, which was created by Procter & Gamble and sold to Elations Co. LLC; it contains 1,500 mg glucosamine and 1,200 mg chondroitin. The company stated the ingredients, at those levels, have been shown to be effective in studiesincluding one commissioned by Elationsto address joint pain. It further noted the CCM is a patented ingredient designed to be more absorbable than regular calcium.

After reviewing the evidence, NAD determined there was not enough substantiation for the speed of performance claims and testimonials, recommending those be discontinued. However, there was evidence to justify qualified claims about promising results on the ingredients, as well as qualified claims on the absorbability of the formula. Further, testimonials about general joint relief" were adequately supported, as were claims about the CCM bioavailability.

In an advertisers statement, Elations said it strongly disagrees" with NADs decision on the six- and three-day product performance claims; but, it will take the guidance into account when developing future advertising and substantiation testing.