This article was originally published in The Tan Sheet
National Advertising Division of the Council of Better Business Bureaus terminates its inquiry into advertising for Efamol's Efalex dietary supplement because the claims already are undergoing regulatory review. NAD had requested Efamol provide substantiation for claims made in a print ad that use of Efalex is an efficient way to manage fatty acid deficiency in children and implied claims the product can be used to treat Attention Deficit-Hyperactivity Disorder. Distributed by Nature's Way, Efalex for essential fatty acid-"deficient" children began shipping in July 1997 (1"The Tan Sheet" July 28, 1997, p. 17). Royal Numico acquired Efamol in 1998 (2"The Tan Sheet" July 12, p. 3)
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NATURE's WAY/EFAMOL EFALEX FOCUS FOR EFA-"DEFICIENT" CHILDREN provides "essential fatty acids found to be deficient in many children struggling with coordination, visual difficulties, learning ability and behaving at school," a product brochure states. "Best of all," Efalex Focus is a "safe and natural alternative. And that's especially important to parents concerned about what they give their children," the companies claim. The brochure portrays a child hunched over a book, with the tagline "Help him to see reason. Naturally."
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