NAD recommends modification of Peak Life's ad claims

NEW YORK — The National Advertising Division of the Council of Better Business Bureaus on Thursday recommended that Peak Life modify its advertising to clearly convey the message that claimed sleep benefits associated with its Somnapure dietary supplement are achieved from a regular, consistent program of supplementation with these ingredients, and not with one-time use.

The NAD also found that Peak Life failed to make clear that visitors to its website are viewing advertising and not third-party, independently generated health news, and failed to adequately disclose that the site is owned and operated by the advertiser itself.

The NAD recommended that the advertiser take further steps to clearly and conspicuously disclose these material connections. The company, in its advertiser’s statement, said it would “make appropriate adjustments to the format and presentation of certain claims consistent with the NAD’s recommendations.”

The NAD, the advertising industry’s self-regulatory forum, reviewed advertising for the product as part of its ongoing monitoring program and in conjunction with its initiative with the Council for Responsible Nutrition to expand its review of dietary supplement claims.