NEW YORK The National Advertising Division of the Council of Better Business Bureaus on Tuesday recommended that Natrol modify or discontinue certain claims in support of the company’s BioSil dietary supplement, however NAD acknowledged that Natrol provided reasonable support for certain advertising claims.
BioSil is a dietary supplement designed to promote the health of skin, hair, nails and bones in women.
NAD examined evidence presented by the advertiser, including the results of three double-blind, placebo-controlled clinical trials, and determined that the advertiser could reasonably support the claims “Nourish your body’s ‘3 Beauty Proteins’ Naturally!” and “BioSil, with patented ch-OSA, helps turn on the cells in your body that generate all three health and beauty proteins. Naturally.”
NAD recommended, however, that the advertiser discontinue unqualified quantified claim that BioSil “Reduces Fine Lines and Wrinkles by 19 percent,” but recognized that Natrol can continue to make certain claims about the results of its studies, as long as it is made clear in the advertising exactly what those results were.
Similarly, absent specific clinical evidence that BioSil is “clinically proven to give a more youthful look” in 20 weeks, NAD recommended that the advertiser discontinue the claim. NAD noted that Natrol is free to discuss how BioSil resulted in improved microrelief measurements and improved viscoelasticity and such microrelief can develop over time into deeper and more visible wrinkles.
Natrol responded that it “respectfully disagrees with the decision that certain claims are too broad,” but agreed to incorporate NAD’s recommendations “as a proponent of self-regulation.”
NAD, the advertising industry’s self-regulatory forum, examined advertising for BioSil pursuant to NAD’s ongoing monitoring of advertising in the dietary supplements marketplace and in conjunction with an initiative with the Council for Responsible Nutrition.