NAD: SLIMShots Ad Claims OK

NEW YORK—The National Advertising Division (NAD) of the Council of Better Business Bureaus has determined Idea Village Products Corp. provided adequate substantiation for its advertising claims made for “SLIMShots Liquid Appetite Controller,” but recommended the advertiser discontinue stating “every day.”

NAD examined claims in print and Internet advertising made by Idea Village as part of its initiative with the Council for Responsible Nutrition (CRN). Claims at issue included:

SLIMShots is an appetite suppressant supplement product that contains the ingredient Fabuless™, a fat emulsion from palm oil and oat oil from DSM Food Specialties. Fabuless has been tested in four clinical studies conducted over the course of seven years. Following its review, NAD determined that, overall, the results of the clinical studies supported the various performance claims being made for SLIMShots. NAD further determined claims related to the absence of “embarrassing” side effects and or “jitters” were adequately supported.

NAD noted while it was satisfied the studies supported a general claim that SLIMShots will help consumers “eat up to 30% less,” NAD recommended Idea Village discontinue using the language “every day,” since there was an absence of evidence establishing that the same results could be achieved over time.

In its advertiser’s statement, Idea Village said it was generally pleased with NAD’s decision, although it was “disappointed” with the recommendation to remove the “every day” statement. It said, however, that it would “make the necessary revisions moving forward.”