NAD Reviews PinnoThin Advertising

CHANNAHON, Ill.—The National Advertising Division (NAD) of the Council of Better Business Bureaus, based in New York, announced it completed a review of advertising claims made by Lipid Nutrition for its PinnoThin™ dietary ingredient. The findings were split, with NAD determining some of the claims were sufficiently supported, while others should be modified or discontinued.

In assessing the claims, NAD did consider that the advertisements were directed to manufacturers and marketers, not consumers; however, it noted companies purchasing the ingredients may likely rely on such claims in their own consumer-directed advertising. As such, NAD determined there was a reasonable basis for the claims that PinnoThin is a “patented, 100-percent natural” ingredient that is a “breakthrough” product. However, it recommended Lipid Nutrition limit the scope of its claim relating to promoting satiety and suppressing appetite to “may help to” versus “clinically proven to.”

Lipid Nutrition released a statement that it disagreed with certain NAD conclusions; however, it would take the recommendations into consideration when developing future advertising.