NAD Recommends Sera-Pharma Discontinue Certain Claims for Dietary Supplement Amidren

New York, NY, October 25, 2007 – The National Advertising Division (NAD) of the Council of Better Business Bureaus has recommended that Sera-Pharma Labs discontinue certain advertising claims for the company’s “Amidren” dietary supplement, a product aimed at aging men.

As part of its routine monitoring program, NAD – the advertising industry’s self-regulatory forum – requested substantiation for certain health-related performance claims made by Sera-Pharma Labs in print advertisements for the product.

The following express claims formed the basis of NAD inquiry:

· “Amidren is the first complete hormone modulating formula that increases hormonal levels, restoring optimal male balance to reverse the effects of Andropause”

· “Decrease body fat”
· “Gain Lean Muscle”
· “Improve Mood”
· “Improve Energy”
· “Prevent Thinning Hair”
· “Increase Bone Mass”

In addition, NAD examined an implied claim:

· Amidren is effective in increasing male sexual arousal and/or performance.

At the outset, the advertiser explained that its product represents a new category of dietary supplement for andropause, a recently identified natural state of aging males that is marked by a decrease in testosterone and an increase in dihydrotestosterone, which is linked to hair loss and prostate health issues, and a variety of other symptoms. The company noted that the product was formulated based on scientific evidence of the efficacy of the ingredients and the successful use of dietary supplements to manage the symptoms of menopause.

Following its review, NAD found that there was insufficient evidence in the record to support the advertiser’s claims that Amidren can decrease body fat, help users gain lean muscle, improve mood or energy, prevent thinning hair or increase bone mass. NAD recommended that those claims be discontinued. NAD noted that the evidence in the record supports a clearly qualified claim that certain ingredients in Amidren may help relieve some symptoms of andropause and that any efficacy claims be limited accordingly.

NAD determined that any express or implied claims relating to the treatment of benign prostatic hypertrophy, or enlarged prostate, are unsupported and should be discontinued. NAD also recommended that the advertiser discontinue its unsupported claim “Amidren is the first complete hormone modulating formula that increases hormonal levels, restoring optimal male balance to reverse the effects of Andropause.”

Finally, NAD recommended that the advertiser modify its advertising to carefully avoid conveying the unsupported implied message that Amidren is effective in increasing male sexual arousal and/or performance or improving physical strength or mental acuity.

The company, in its advertiser’s statement, said it “appreciates the NAD’s recommendations in this matter and will remain committed to providing truthful advertising regarding its products to its consumers.”

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

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