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Citracal ad claims

This article was originally published in The Tan Sheet

Executive Summary

National Advertising Division of the Council of Better Business Bureaus concludes unqualified marketing claims that Mission Pharmacal's Citracal is "better absorbed than calcium carbonate" should be discontinued. Group also found superior solubility claims made in the absence of superior absorption statements would be supported by the firm's in vitro data if "carefully qualified." Concluded May 5, inquiry was prompted by GlaxoSmithKline, marketer of OsCal supplements with calcium carbonate. NAD's recommendations reflect and confirm January decision by National Advertising Review Board regarding similar Citracal claims and supporting data. That case involved a challenge by Caltrate marketer Wyeth Consumer Healthcare (1"The Tan Sheet" Aug. 5, 2002, p. 7)...

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