NAD Finds Support for Certain Claims for ‘Damage Control Master Formula,’ Recommends Certain Modifications
New York, NY – June 21, 2007 – The National Advertising Division (NAD) of the Council of Better Business Bureaus has determined that Primal Nutrition, Inc. can support certain advertising claims for “Damage Control Master Formula,” but recommended the company modify claims that the product is the “most powerful” antioxidant on the market.
NAD, the advertising industry’s self-regulatory forum, examined print and Website advertising for the product as part of NAD’s ongoing monitoring program. NAD has expanded its review of dietary supplements, pursuant to a series of grants from the Council for Responsible Nutrition.
Claims at issue included:
· “The Master Formula is the Best Anti-Aging Supplement in the World”
· “Lab-Tested World #1 Antioxidant Value”
· “To help combat the onslaught of oxidative damage throughout your body, you need the most powerful, natural synergistic broad spectrum antioxidant blend you can find. The Damage Control Master Formula is your answer”
· “…the Master Formula was designed to fight oxidative damage in the mitochondria and throughout the rest of your body by providing balanced, scientific doses of 51 vitamins, minerals, antioxidants and botanical extracts to create an unparalleled comprehensive all-in-one nutrition supplement.”
· “It even has specific nutrients to support normally healthy blood sugar, healthy heart, liver, circulation, cognition, immune system, vision and joints.”
· “Nothing else comes close.”
The advertiser, at the outset, said the product in question is a high-potency multi-vitamin, with a full spectrum antioxidant, multivitamin, mineral, and nutrient profile. The advertiser maintained that independent testing proves that Master Formula has the highest ORAC value (oxygen radical absorbance capacity) of all like products on the market. The advertiser explained that ORAC is the industry standard for measuring antioxidant capacity of foods and dietary supplements.
Following its review of the evidence, NAD determined that the advertiser could support the claim that product contains ingredients that support healthy blood sugar, a healthy heart, liver and immune system, circulation, cognition, vision and joints.
However, NAD noted in its decision that a competing product on the market has achieved a higher ORAC score. NAD recommended that all of the advertiser’s claims that Master Formula is the “most powerful,” “strongest,” and “unparalleled” antioxidant formula, and that Master Formula “scored the highest known per gram ORAC value of any vitamin supplement,” and that “nothing else comes close,” be discontinued.
NAD recommended further that the claim “Lab-Tested World #1 Antioxidant Value,” be modified to more clearly convey that Master Formula offers the highest ORAC per dollar of the available broad spectrum antioxidants.
The company, in its advertiser’s statement, said it “agrees with NAD's analysis and decision and, furthermore, thanks NAD for its assistance in helping to refine some of the Master Formula's key claims for future advertising.”
NAD's inquiry was conducted under NAD/CARU/NARB Procedures for the Voluntary Self-Regulation of National Advertising. Details of the initial inquiry, NAD's decision, and the advertiser's response will be included in the next NAD Case Report.
The National Advertising Review Council (NARC) was formed in 1971 by the Association of National Advertisers, Inc. (ANA), the American Association of Advertising Agencies, Inc. (AAAA), the American Advertising Federation, Inc. (AAF), and the Council of Better Business Bureaus, Inc. (CBBB). Its purpose is to foster truth and accuracy in national advertising through voluntary self-regulation. NARC is the body that establishes the policies and procedures for the CBBB’s National Advertising Division (NAD) and Children’s Advertising Review Unit (CARU), as well as for the National Advertising Review Board (NARB) and Electronic Retailing Self-Regulation Program (ERSP.)
NAD and CARU are the investigative arms of the advertising industry’s voluntary self-regulation program. Their casework results from competitive challenges from other advertisers, and also from self-monitoring traditional and new media. The National Advertising Review Board (NARB), the appeals body, is a peer group from which ad-hoc panels are selected to adjudicate those cases that are not resolved at the NAD/CARU level. This unique, self-regulatory system is funded entirely by the business community; CARU is financed by the children’s advertising industry, while NAD/NARC/NARB’s sole source of funding is derived from membership fees paid to the CBBB. ERSP’s funding is derived from membership fees to the Electronic Retailing Association. For more information about advertising self regulation, please visit www.narcpartners.org.