12.01.08
The National Advertising Division (NAD) of the Council of Better Business Bureaus has determined that Polyphenolics, a division of Constellation Wines U.S., Madera, CA, has provided reasonable support for certain performance claims made for the company’s dietary ingredient MegaNatural-BP, but also recommended the company discontinue certain claims to avoid consumer confusion. Following its review of the evidence provided by the advertiser, including the results of two clinical trials, NAD determined that the advertiser provided a reasonable basis for performance claims that detailed results of clinical studies. However, NAD recommended that the advertiser discontinue the claim, “Provide relief with half the cost, half the dose and half the time,” citing concern that the claim did not clearly identify the object of the comparison and suggested that consumers with high blood pressure might replace prescribed medication with a supplement.