April 9, 2012

2 Min Read
NAD Refers Serranol Supplement Ads to FTC

NEW YORKThe National Advertising Division (NAD), a division of the Better Business Bureau (BBB),  has referred advertising for Serranol dietary supplement to FTC for further review, after the product's marketer, Good Health Naturally, declined to fully participate in an NAD review of its advertising claims. Under its program with NAD, the Council for Responsible Nutrition (CRN) challenged advertising claims made for the product, and NAD subsequently requested substantiation for the claims. It issued recommendations of advertising changes to the marketer, which failed to confirm it would make the changes.

Among the claims challenged, included:

  • The advertised health benefits of product ingredient Ecklonia cava Extract (ECE) for people who suffer conditions that include fibromyalgia, vascular inflammation, atherosclerosis, cardiovascular conditions, high cholesterol, high blood pressure, anti-clotting disorders, memory disorders, brain function disorders, joint and nerve pain, allergies, COPD,obesity, diabetes or penile dysfunction.

  • The advertised health benefits of product ingredient Serra Enzyme, including Its wide use throughout the past 30 years, 23 studies, successful use by doctors throughout the world, and its fantastic library of testimonials makes this essential supplement to what you dont find in your everyday diet.  By helping to prevent and remove dead tissue and unhealthy inflammation, it allows the bodys naturally healthy process to function.

  • Safety claims, including Ecklonia Cavaall studies indicate that there is no toxicity at any level.  Numerous clinical tests have been done and no adverse effects have been found at any human dose level of 1-10 mg/kg.

  • Product claims that the product is a pro-immunity, anti-inflammatory, pro-circulation, anti-aging product, as well as a Powerful astonishing formula to fight everything from joint problems to life-threatening conditions like cancer.

NAD recommended that the advertiser discontinue all but three of the challenged claims, stating the company did not conduct any studies on the Serranol product itself and provided only animal studies, informal summaries, abstracts or bibliographic references in support of the majority of its ingredient claims.  In the end, NAD determined that the very few in vitro and in vivo full-text studies submitted by the advertiser were insufficient to support the advertisers strong health claims.  NAD further determined the advertiser did not produce any evidence to support its safety claims, although the advertiser is free to tout that ECE is an edible brown algae.  NAD also found the marketer had a reasonable basis to claim curcumin in Serranol reduces inflammation in joints and ECE is an antioxidant.  

For more information on advertising claims regulation, check out the "Claims Substantiation and Compliance" seminar at SupplySide MarketPlace trade show education program, May 9 in New York City.  Visit the SupplySide website for more details .


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