NAD Reviews Advertising For Lipid Nutrition's PinnoThin

Finds Support for Certain Advertising Claims; Recommends Certain Claims be Modified, Discontinued New York, NY – April 3, 2008 – The National Advertising Division of the Council of Better Business Bureaus has recommended that Lipid Nutrition B.V. North America has provided sufficient support for certain advertising claims made for the company’s PinnoThin dietary supplement. NAD has recommended, however, that certain claims be modified or discontinued. As a part of its ongoing monitoring program and in conjunction with NAD’s initiative with the Council for Responsible Nutrition designed to expand NAD review of advertising claims for dietary supplements, NAD print and Internet advertising that included the following claims: “In a random double-blind study, it was proven that: ‘PinnoThin promotes the feeling of satiety’
‘PinnoThin suppresses the desire to eat’
‘PinnoThin reduces prospective food intake’
‘PinnoThin significantly increases the release of CCK and GLP-1.’
‘PinnoThin provides control over appetite’”
“PinnoThin is a patented, 100% natural ingredient that has been scientifically proven to suppress the desire to eat”
“PinnoThin is “The New Breakthrough Appetite Suppressant” NAD noted that the advertising in question is directed to other marketers and manufacturers of dietary supplements, rather than consumers. NAD noted that it is mindful that businesses purchasing PinnoThin from Lipid Nutrition will likely be relying on Lipid Nutrition’s claims in determining what advertising claims can be supported for products containing this ingredient in future consumer-directed advertising. At the outset, the advertiser explained that PinnoThin is refined pine nut oil derived from pine nuts mainly of the Korean pine tree. The oil of Korean pine nuts is especially rich in very long chain fatty acids, such as pinolenic acid. According to the advertiser, a large body of scientific evidence demonstrates that long chain fatty acids stimulate the release of the hormones cholecystokinin (CCK) and glucagon-like peptide 1 (GPL-1), promoting a feeling of fullness or satiety. The advertiser presented evidence that included two well-designed, placebo controlled clinical studies that were conducted on two variations of the advertised product, as well as a placebo. Following its review of the evidence, NAD determined that the advertiser did not have a reasonable basis for its claim that it has “clinically proven” that PinnoThin promotes the feeling of satiety, suppresses the desire to eat or provides control over one’s appetite. However, NAD did determine that the advertiser could support a more limited claim that PinnoThin “may help to” promote a feeling of fullness, reduce prospective food intake, suppress the desire to eat, provide control over one’s appetite or increase the release of GLP-1. NAD found that the advertiser provided a reasonable basis for its claims that the product is “a patented, 100% natural ingredient,” and represents a “breakthrough” product, but not claims that it is a “breakthrough appetite suppressant.” The company, in its advertiser’s statement, note that it disagreed with certain of NAD’s conclusions. “Nonetheless, Lipid Nutrition will take the NAD’s conclusions and recommendations into account when developing future advertising,” the company said. 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/CARU Case Report. ### About Advertising Industry Self-Regulation: 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 the 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 in the Electronic Retailing Association. For more information about advertising self regulation, please visit

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