Irwin Naturals Modifying Ads after NAD Review

LOS ANGELESIrwin Naturals agreed to modify or discontinue certain claims following a review by the National Advertising Division (NAD) of the Council of Better Business Bureaus to advertising of its Green Tea Fat Burner dietary supplement.

At the outset of the NAD inquiry, Irwin Naturals said it had modified many of its claims for its present formulations and packaging and would request its online vendors update their sites to reflect the modifications. Claims at issue included the products ability to suppress the appetite, increase thermogenesis, and speed up metabolism.

NAD examined evidence that included a number of studies that examined the effect of consumption of green tea on weight loss and weight maintenance. Following its review of the evidence, NAD recommended Irwin Naturals either discontinue its claims, or modify them to reflect that evidence regarding positive effects of green tea extract and caffeine on weight or fat loss is as yet inconclusive, and is a product of emerging science. It further recommended that, in future advertising, the advertiser either discontinue the claim within the products name (Green Tea Fat Burner), or modify it to avoid conveying the unsupported message that the product will burn fat off the body. NAD did note there was a reasonable basis for claims that the supplement contains ingredients that could have a positive effect on thermogenesis and fat oxidation.

In a statement, Irwin Naturals noted while it disagrees with certain findings, Irwin agrees to modify the packaging and advertising of the product to respond constructively and effectively to the recommendations contained in the NAD decision.