NAD recommends Matrixx discontinue preventive claims for Zicam cold remedies

NEW YORK — The National Advertising Division on Friday recommended that Matrixx Initiatives discontinue advertising claims that suggest its homeopathic Zicam Cold Remedy products prevent users from catching a cold.

Claims at issue were featured in an advertising campaign that depicted a “Cold Monster” and encouraged treatment with Zicam products at the “pre-cold” stage.

Claims included “The Pre-Cold Medicine"; “Take Zicam Now And Go From Pre-Cold To No Cold, Faster"; and “clinically proven [to reduce the duration of a cold].”

Given the context in which they appeared, NAD found that the claims “Pre-Cold Medicine” and “Go from Pre-Cold to No Cold Faster” were unlikely to convey to consumers the message Zicam Cold Remedy products provide a prophylactic benefit. NAD also recommended that all iterations of the advertiser’s “clinically proven [to reduce the duration of a cold]” claims — in TV, print, Internet and other advertising media — clearly and conspicuously disclose that the claim applies solely to its Zicam Rapid Melts, Chewables and Oral mist products.

Matrixx, in its advertiser’s statement, said the company acknowledges NAD’s concerns and has taken steps to addresses NAD’s recommendations.

NAD is an investigative unit of the advertising industry system of self-regulation and is administered by the Council of Better Business Bureaus. ProPhase Labs had initiated the marketing challenge.

NAD is an investigative unit of the advertising industry system of self-regulation and is administered by the Council of Better Business Bureaus. ProPhase Labs had initiated the marketing challenge.