NAD Recommends Calpis Modify Ameal BP Ads

NEW YORK—The National Advertising Division (NAD) of the Council of Better Business Bureaus recommended Calpis USA, Torrance, Calif., modify certain advertising claims for its product ameal bp, a dietary supplement aimed at aiding in controlling high blood pressure. NAD had requested substantiation for certain performance and implied claims made in print advertising for the product including:

• “Take ameal bp. The natural way to maintain a healthy blood pressure”

• “... new ameal bp™, clinically shown to help maintain healthier blood pressure.”

• “ameal bp contains AmealPeptide™, the break through, naturally derived active ingredient supported by 14 clinical studies.”

• “ameal bp is safe and has no side effects.”

• “More than 15 clinical studies show that ameal bp promotes healthier blood pressure.”

• “Diet, exercise, and ameal bp. Proof I’m taking my pre-hypertension seriously.”

• “introducing ameal bp™ – containing the breakthrough, naturally-derived active ingredient AmealPeptide, clinically shown to help maintain healthier blood pressure.”

• “take hypertension seriously (blood pressure from 120/80 to 139/89). ameal bp, along with diet and exercise program, can help you keep your blood pressure in healthy range.”

• ameal bp alone will lower blood pressure.

• People who take ameal bp need not seek medical attention or drug therapy.

At the outset, Calpis told NAD that ameal bp is a dietary supplement specifically designed to help maintain “healthy” and “healthier” blood pressure levels in people with pre-hypertensive blood pressure. The product is comprised of a proprietary blend of two peptides, naturally derived from the milk protein casein.

NAD determined Calpis had provided a reasonable basis for certain claims about maintaining healthy blood pressure and pre-hypertension; it recommended the company modify claims referencing certain clinical studies and to reference “healthier” blood pressure. It further encouraged the company to more prominently display the qualifier about consulting with a health care practitioner before taking the product.

In its advertiser’s statement, Calpis said it appreciated the opportunity to participate in NAD’s self-regulatory process. “Calpis accepts NAD’s decision and will implement NAD’s recommendations in all future advertising for ameal bp,” the company said.