NAD Bringing it Down on Dannon, Vitrix, Colotox

By Matt Van Hoven 

The National Advertising Division (NAD) of the Better Business Bureau is known for bringing the law down on campaign work that crosses the boundaries of reality. They play an important role in regulating “truth” in advertising, regulating claims like, “give your penis 3 inches in just weeks!” Below (and after the jump) are three examples of advertising that they think has crossed the line.

Apparently, the following things are not true about Dannon Light & Fit 0% Plus Yogurt:
&#151 “50% More Fruit*” (with the asterisk referring to a disclaimer stating, “50% more fruit than regular Light & Fit Nonfat Yogurt”).


&#151 Light & Fit 0% Plus contains 12% of the recommended daily value of protein and 10% of the recommended daily value of Vitamin A.

And check out the witty copy that followed: “…However, NAD determined that claims regarding the product’s fruit content and daily nutrient values remained ripe for review.”

Click continued to read what happened with Vitrix male enhancer and Colotox, a colon cleansing product!

More: “FIJI Water Gets ‘Green’ Spin

The following claims remained at issue in the NAD inquiry:

&#151 “Have the Best Sex of Your Life”

&#151 “Testosterone Stimulator”

&#151 “Enhances your sexual stamina for long-lasting performances.”

&#151 “Vitrix further blocks estrogen so you will only build high-quality muscle.”

&#151 “Vitrix is loaded with research-proven muscle-building and libido-enhancing ingredients that are all natural and safe.”

&#151 “Vitrix contains only research proven natural ingredients that assist your body in forming more natural – not artificial – testosterone.”

&#151 “Whether you are 18 or 80, Vitrix will cause a surge in your body’s Luteinizing Hormone levels, which in turn signal your testicles to produce more testosterone. In fact, men over the age of 35 will actually see enormous benefits from taking Vitrix because declining testosterone levels due to age become reversed.”

In support of the remaining claims, the advertiser relied upon studies conducted on the “primary” five active ingredients in the product &#151 Tribulus Terristris, Vitex Agnus Castus, Avena Sativa, Epimedium, and Eurycoma Longfolia Jack.

NAD requested substantiation for express claims that include the following:

“COLOTOX will help to/with:

&#151 Remove toxic buildup

&#151 Increase your energy levels

&#151 Cleanse your entire system

&#151 Decrease gas and bloating

&#151 Reduce water retention

&#151 Detoxify your organs

&#151 Give you radiant hair, skin and nails

&#151 Bad breath

&#151 Lose excess weight

COLOTOX will help relieve these ailments:

&#151 Chronic Fatigue

&#151 Low energy levels

&#151 Constipation

&#151 Bloating

&#151 Bad Breath

&#151 Detoxify your organs

&#151 Excess Weight you just can’t seem to lose”

COLOTOX is the “purest and most effective cleansing product on the market today.”

NAD also requested substantiation for the implied claims related to colon-cancer prevention, including:

&#151 Colon cancer is currently the second leading cancer killer in the United States, with 60,000 Americans expected to die from the disease this year.

&#151 “An estimated 150,000 people in America will be diagnosed with colorectal cancer this year, and while progress is being made to prevent and treat the disease, tragically more than 57,000 will die from it?

&#151 “Colon cancer is one of the deadliest diseases to affect Americans?

&#151 “The Early Show medical correspondent Dr. Emily Senay reports that an average of 57,000 Americans die each year from colon cancer?

&#151 When colon cancer is caught late, it is survivable only 8 percent of the time?

NAD, which made several attempts to contact the advertiser, noted that it was disappointed the advertiser did not respond to the NAD’s inquiry, “especially in light of the strong health-related and weight-loss claims being made in the advertising. Pursuant to its procedures, NAD has referred the matter to the appropriate federal agencies.