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:
— “50% More Fruit*” (with the asterisk referring to a disclaimer stating, “50% more fruit than regular Light & Fit Nonfat Yogurt”).
— 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.”
More: “FIJI Water Gets ‘Green’ Spin”
The following claims remained at issue in the NAD inquiry:
— “Have the Best Sex of Your Life”
— “Testosterone Stimulator”
— “Enhances your sexual stamina for long-lasting performances.”
— “Vitrix further blocks estrogen so you will only build high-quality muscle.”
— “Vitrix is loaded with research-proven muscle-building and libido-enhancing ingredients that are all natural and safe.”
— “Vitrix contains only research proven natural ingredients that assist your body in forming more natural â€“ not artificial â€“ testosterone.”
— “Whether you are 18 or 80, Vitrix will cause a surge in your bodyâ€™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 — 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:
— Remove toxic buildup
— Increase your energy levels
— Cleanse your entire system
— Decrease gas and bloating
— Reduce water retention
— Detoxify your organs
— Give you radiant hair, skin and nails
— Bad breath
— Lose excess weight
COLOTOX will help relieve these ailments:
— Chronic Fatigue
— Low energy levels
— Bad Breath
— Detoxify your organs
— Excess Weight you just canâ€™t seem to loseâ€
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:
— 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.
— “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?
— “Colon cancer is one of the deadliest diseases to affect Americans?
— “The Early Show medical correspondent Dr. Emily Senay reports that an average of 57,000 Americans die each year from colon cancer?
— 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.