NAD tells GAT to modify 'clinically-proven' claims for its sports nutrition supplement Nitraflex

NEW YORK — The National Advertising Division on Tuesday recommended that GAT (German-American Technologies) modify or discontinue certain advertising claims made for the company’s Nitraflex Hyperemia & Testosterone Enhancing dietary supplement.

The advertiser described its Nitraflex instant drink mix, which contains caffeine, as a supplement designed to be used 30-45 minutes prior to engaging in resistance exercise to increase perceived energy levels and otherwise enhance one’s ability to endure heavier workloads, in turn promoting faster increases in muscle size and performance.

The advertisement at issue was a two-page magazine spread, headlined by the following statement: “Clinically proven to increase strength!” The advertisement also included a graphic and text that described the results of a pilot study – the Nitraflex study – commissioned by the advertiser.

NAD noted in its decision that “clinically proven” claims are held to a high standard of proof because such claims stand as a promise to consumer that there is scientific evidence to “establish” or prove their truth. In this case, the advertiser relied in part on a pilot study that included only five participants and lacked appropriate blinding and placebo controls.

NAD also recommended that the advertiser discontinue claims based on the Nitraflex study, as well as the claims “Vasodilation,” “Testosterone,” “Reactive Hyperemia,” “(Muscle Pumps),” “Hardness,” and “Building muscle at an anabolically-expedited rate,” because the evidence upon which the claims were based was not sufficiently reliable.

NAD is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus.

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