January 14, 2011
NEW YORKHealth claims for DSM Nutritional Products Inc.s i-flex supplement were called overstated" by the National Advertising Division (NAD) of the Council of Better Business Bureaus, and NAD also found i-flexs sustainability claims were unsupported. NAD recommended DSM discontinue these claims because the company did not provide substantial evidence to support them.
In its advertisers statement, DSM said that while it respectfully disagrees" with the NAD's findings, DSM believes in the self-regulation process and agrees to make its advertising and marketing for i-flex consistent with the NAD's decision."
Following its review of the advertisers evidence, NAD found the claims, i-flex from Patented Danish Rosehips Gives Rapid Joint Relief and Comfort to 4 out of Every 5 People" and And the longer term effect is also impressive" overstated the results of the research.
NAD also recommended DSM discontinue claims that i-flex works better" or faster" than glucosamine" due to an absence of research that compares the relative efficacy of glucosamine and rose hip powder. Further, NAD recommended that the advertiser discontinue claiming that research has found no joint health benefit from glucosamine supplementation.
DSMs claims that i-flex is made of a green and sustainable" ingredient and that the formula has been used by thousands all over Europe with fantastic results " was called unsupported" by NAD.
Finally, NAD recommended DSM modify its advertorial, and make it clearer that it is, in fact, advertising, and not news content.
In DSMs favor, NAD found that existing research on rose hip powder was sufficiently reliable to support general claims that i-flex provides a joint health benefit." Further, NAD concluded that the cited research on rose hip powder supported general claims promoting the improved joint health experienced by the musician described in the testimonial.
NAD also found the claim that i-flex is truly unlike any other joint product out there" was supported because it promoted the fact that the product contains rose hips.
Claims at issue in NADs review included:
i-flex from Patented Danish Rosehips Gives Rapid Joint Relief and Comfort to 4 out of Every 5 People."
And the longer term effect is also impressive."
Leap to a Higher Level of All Natural & Clinically Effective Joint Relief"
Proven in 3 published clinical studies to dramatically improve joint health and daily mobility."
i-flex works faster than glucosamine,"
i-flex patent-processed RHP works better than glucosamine,"
Green and sustainable ingredient."
i-flex is free of all super 8 allergens."
i-flex is truly unlike any other joint product out there."
The formula has been used by thousands all over Europe with fantastic results in soothing sore joints."
One of the advertisements at issue was a newspaper advertorial that included the following claims:
New Joint Pill from Europe Rescues Musicians Career."
In recent years when the discomfort became acute, I would have to take several days off from playing to give my joints relief. Doctors said I had osteoarthritis for which there is no cure."
After a month of using i-flex, I began feeling that I could go longer practicing without discomfort."
I am able to practice and perform recitals with no joint discomfort whatsoever."
i-flex has given me a new lease on life as a musician."
Before taking i-flex I had to limit my practice time. Sometimes I had to take several days off."
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