03.01.11
The National Advertising Division (NAD) of the Council of Better Business Bureaus has recommended that Parsippany, NJ-based DSM Nutritional Products discontinue certain advertising claims for its “i-flex” dietary supplement, including performance claims, comparative claims and “green” claims. NAD requested that DSM provide substantiation for advertising claims made in print and Internet advertising and on product labels for i-flex, a dietary supplement made from rose hips and advertised for joint health benefits.
Following its review, NAD found that existing research on rose hip powder was sufficiently reliable to support general claims that i-flex provides “a joint health benefit.” However, NAD recommended the advertiser discontinue claims that “i-flex from Patented Danish Rosehips Gives Rapid Joint Relief and Comfort to 4 out of Every 5 People” and “The longer term effect is also impressive.”
In the absence of research that compares the relative efficacy of glucosamine and rose hip powder, NAD said the advertiser could not support the comparative performance claims at issue. Further, NAD recommended the advertiser discontinue claims that suggest i-flex is made of a “green and sustainable” ingredient and that the formula “has been used by thousands all over Europe with fantastic results…”
Following its review, NAD found that existing research on rose hip powder was sufficiently reliable to support general claims that i-flex provides “a joint health benefit.” However, NAD recommended the advertiser discontinue claims that “i-flex from Patented Danish Rosehips Gives Rapid Joint Relief and Comfort to 4 out of Every 5 People” and “The longer term effect is also impressive.”
In the absence of research that compares the relative efficacy of glucosamine and rose hip powder, NAD said the advertiser could not support the comparative performance claims at issue. Further, NAD recommended the advertiser discontinue claims that suggest i-flex is made of a “green and sustainable” ingredient and that the formula “has been used by thousands all over Europe with fantastic results…”