The National Advertising Division (NAD),  an investigative unit of the advertising industry’s system of self-regulation and administered by the Council of Better Business Bureaus, recommended Lunada Biomedical modify or discontinue a certain range of advertising claims for its Amberen dietary supplement, which is promoted to menopausal women. NAD further noted that the company took necessary and appropriate steps in voluntarily discontinuing certain claims and testimonials. NAD determined the company could support claims related to its proprietary technology, as well as the claim that Amberen could lessen various symptoms of menopause.
 
As a part of its ongoing monitoring program and in conjunction with NAD’s initiative with the Council for Responsible Nutrition designed to expand review of advertising claims for dietary supplements, NAD requested the advertiser provide substantiation for claims made in print and Internet advertising.
 
Challenged claims included:
 

• “Hot flashes, night sweats, irritability, mood swings, inability to concentrate, sleeplessness, lack of energy, and, yes, decreased libido. Amberen provides an effective all-in-one solution for common symptoms of menopause. Most women begin experiencing relief in just a few days.”
• “With Amberen you take just 2 capsules a day for 90 days. The capsules are very small and easy to swallow. Relief is fast and lasting. On average, you can expect the effects of Amberen to last for up to 3 months after you’ve completed your course.”
• “Amberen has been clinically tested and extensively studied for over 30 years. Ingredients in Amberen are on FDA’s Generally Recognized as Safe (GRAS) list.”
•  “Amberen has the unique ability to rejuvenate your hypothalamus—the master gland that controls your body’s hormone production. This, in turn, promotes balanced production and circulation of hormones throughout your body, supporting the optimal function of your vital organs. Energy metabolism is soon restored. Suddenly you feel younger! And it’s completely natural; Amberen contains no artificial hormones or harmful ingredients, and is clinically proven to rejuvenate your natural neuroendocrine mechanisms. This means better hormonal balance. And better hormonal balance means less symptoms.”
• “Our proprietary technology produces perfectly shaped “smart” molecules that your body can readily recognize and use. Inside your cells, these remarkable compounds rejuvenate mitochondria and rebalance hormone levels. The rejuvenating effects are natural, healthy and profound.”
• “We are the only company in the world that has the technology to produce “smart molecules” of succinates and fumarates (key ingredients in Amberen) with specific shapes that are bio-identical to the human body. Which means our compounds are shaped for optimal performance.”