Quten, NAD Hash Out Ad Claims

NEW YORKThe National Advertising Division (NAD) of the Council of Better Business Bureaus determined Quten Research Institute can support certain claims made for its Qunol dietary supplement; however, it recommended the company modify or discontinue certain claims. The company plans to appeal a portion of the decision to the National Advertising Review Board.

NAD examined print and Internet advertising for Qunol CoQ10 (coenzyme Q10), including claims related to bioavailability, absorption and clinical research data on efficacy. Claims at issue included 300% more absorbable and effective; Clinically Proven; and a number of claims related to positive effects on cholesterol levels, hypertension, heart disease, insulin resistance, cancer, brain function and oxidative stress.

Upon receipt of NADs inquiry, Quten notified the group that it voluntarily discontinued all health claims as well as the claim about Doctor Recommended CoQ10 Formula. It also modified the clinically proven claim to read, The hydrosoluble CoQ10 in Qunol softgels has been used in several clinical studies; however, NAD determined the claim was still unclear and not supported.

As far as the remaining claims, NAD found Quten had a reasonable basis for the claim about up to 300 percent more absorbable, provided the company clarify the point of comparison to a standard powdered CoQ10. NAD also recommended the advertiser discontinue claims equating absorption of Qunol with efficacy, although the advertiser did have support for claims about greater absorption possibly resulting in improved effectiveness.

The company, in its advertisers statement, said it respectfully disagrees with NADs findings regarding the claim that Qunol liquid CoQ10 provides up to 6x better absorption, and will appeal that finding to the National Advertising Review Board. Quten added it would take NADs recommendation regarding the remaining claim into account in future advertising.