NAD Questions Bayer on Supplement Claims

NEW YORK— The National Advertising Division of the Council of Better Business Bureaus reviewed claims made by Bayer HealthCare for its Vital and Sharp Mind dietary supplement and determined some were adequately substantiated and others should be modified or discontinued. In response, Bayer disagreed with the findings regarding lack of substantiation; noted the campaign in question had ended; and stated it would “take NAD’s concerns” into account on any future campaigns for the product.

After reviewing research for some of the key ingredients, including Ginkgo biloba, B vitamins and docosahexaenoic acid (DHA), NAD determined there was a reasonable basis for claims about the product “supporting memory, mental sharpness and healthy brain function,” “keep your mind vital and active” and “contains omega-3 DHA to support healthy brain function.” Claims it questioned included the product’s ability to assist healthy adults in recalling a list of items recited moments earlier, and that B vitamins support mental energy.

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