NAD Reviews Primal Nutrition Ad Claims

NEW YORKThe National Advertising Division (NAD) of the Council of Better Business Bureaus determined Primal Nutrition Inc. could support certain of its advertising claims for its Damage Control Master Formula, but recommended other modifications. Primal Nutrition presented information on its product, a high-potency multivitamin/antioxidant formula, including independent testing on its antioxidant ORAC (oxygen radical absorbance capacity) values.

NAD determined Primal Nutrition could support its claims that its product contains ingredients that support healthy blood sugar, as well as a healthy heart, liver and immune system, circulation, cognition, vision and joints; however, it recommended all of the claims that Master Formula is the most powerful, strongest and unparalleled antioxidant formula, that Master Formula scored the highest known per gram ORAC value of any vitamin supplement, and that nothing else comes close, be discontinued. NAD recommended further the claim Lab-Tested World #1 Antioxidant Value, be modified to more clearly convey that Master Formula offers the highest ORAC per dollar of the available broad spectrum antioxidants.

Primal Nutrition issued a statement agreeing with NADs analysis and decision, and plans to refine its claims in future advertising.