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LIVINGSTON LABS' PMS NATURAL RELIEF CLAIMS QUESTIONED BY NAD

This article was originally published in The Tan Sheet

Executive Summary

LIVINGSTON LABS' PMS NATURAL RELIEF CLAIMS QUESTIONED BY NAD in a recent letter to the firm. The National Advertising Division of the Council for Better Business Bureaus noted in a Dec. 8 release that a full-page print advertisement for PMS Natural Relief appearing in the Nov. 1 issue of First for Women "contained a variety of claims for relief of premenstrual syndrome and its associated symptoms" that were not substantiated. In a Nov. 11 letter to the company, NAD cited several statements in the ad that it found objectionable, including that "gynecologists recommend PMS Natural Relief to patients with premenstrual syndrome" and that the product can quickly eliminate all premenstrual symptoms including "cramps, bloating, fatigue, mood swings, and all . . . other discomforts." The PMS Natural Relief print ad also called the product "a breakthrough treatment to be used during the stressful premenstrual cycles," according to NAD. In addition, the ad claimed that "with PMS Natural Relief you will experience an improved sense of physical well-being and an ability to cope." The Livingston print ad for PMS Natural Relief, NAD said, also maintains that the remedy helps to "instantly relieve" PMS and offers a 30-day supply of the product for $ 15.95. NAD asked Livingston to "provide substantiation for these claims" by Dec. 8. However, the firm did not respond to NAD by that deadline, prompting NAD to issue the Dec. 8 release announcing the "failure of Livingston Labs to provide a timely substantial written response" to the inquiry. The advertising watchdog organization noted, however, that Livingston agreed shortly after expiration of the Dec. 8 deadline to provide a written response by Dec. 30. If Livingston does not meet the second deadline, NAD said it would refer the case to the Federal Trade Commission. In its initial letter to Livingston, NAD asked the company to submit "all representative samples of current advertising." NAD said it would "specify any modifications or additions to the claims" once the division has "reviewed the complete [advertising] campaign."
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