The National Advertising Division has referred advertising claims made by FemaLife Nutrition, LLC, for the company’s Super Flora Probiotic dietary supplement to the Federal Trade Commission after the company declined to participate in the NAD process.
 
NAD is an investigative unit of the advertising industry’s system of self-regulation and is administered by the Council of Better Business Bureaus.
 
Express claims and testimonials were challenged by the Council for Responsible Nutrition. NAD requested that FemaLife provide substantiation for claims that included:
 

• “If digestive problems have been interrupting your life for far too long then you NEED to click through to the next page and learn how to put an end to all your digestive discomforts in less than 30 seconds a day.”
• “Clinically Proven Results.”
• “Finally, you can say good-bye to digestive upsets and excess belly bulge all while fortifying your body against colds, flus and other infectious diseases.”
• “Superflora probiotic helps give your immune system the boost it needs to fight off infections and viruses that actively try to invade your body on a daily basis.”
• “The good news is once you begin taking Superflora daily and begin restoring normal bacterial balance, your body can once again resume proper absorption of nutrients from the foods you eat.  You should rapidly start to notice longer, stronger nails, healthier, fuller, shinier hair, and glowing, youthful blemish-free radiance restored to your skin.”
• “Superflora helps crush all those damaging cravings for sugar helping to regulate your appetite and put an end to overeating so [you] can finally shed those unwanted pounds effortlessly.”
• “I’ve tried others just for comparison but nothing could match up to [the] rapid relief I experienced taking this Probiotic.”
• “I noticed a difference almost immediately!  Within the first few days I experienced no constipation, gas or bloating.  I also noticed the end of those annoying frequent bathroom emergencies…”
• “FINALLY! Those spontaneous bouts of urgent diarrhea had become a part of my past.”

 
The advertiser failed to file a substantive written response or provide any evidence to substantiate the challenged claims. After repeated attempts to engage the advertiser in the self-regulatory process, and based on its failure to file a substantive written response, NAD has referred this matter to the FTC for further review.