NAD recommends Good Living Labs discontinue ad claims
NEW YORK The National Advertising Division of the Council of Better Business Bureaus on Monday recommended Good Living Labs discontinue certain print and broadcast advertising claims at issue for the company’s “Good Days Positive Mood” formula dietary supplement.
NAD, the advertising industry’s self-regulatory forum, examined advertising for the Good Day product as a part of NAD’s ongoing monitoring, and in conjunction with an initiative with the Council for Responsible Nutrition designed to expand review of advertising claims for dietary supplements.
NAD requested substantiation for print, Internet and radio advertisements that included claims "to calm and refresh your mind and body, and to help you feel energized and strong – both physically and emotionally.”
In response to NAD’s inquiry, the advertiser submitted review articles and studies on each of the individual ingredients in Good Days.
Following its review of the company’s Web site, NAD found that consumers reading the Web site could take away a message that the "Good Days Positive Mood" formula product, rather than the product’s ingredients, provides the claimed benefits.
Further, NAD noted, the statement directing consumers to “use positive mood formula daily” for the listed symptoms/conditions, reasonably conveys the message that the product has been proven to provide these benefits. NAD recommended the advertiser discontinue the claims at issue.
NAD further found that the limited human research evidence submitted in support of the benefits for two of the ingredients in "Good Days Positive Mood" formula, namely 5-htp and zizyphus jujube, did not provide a reasonable basis for the claims relating to those ingredients, and recommended the claims be discontinued.
Finally, NAD determined that the animal studies submitted were insufficient to support claims for the other ingredients in "Good Days Positive Mood" formula, and recommended those claims be discontinued, as well.
The company, in its advertiser’s statement, said it appreciated the NAD’s consideration of the issues raised in this matter and accepts the NAD’s decision.