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NAD reviews Nutrex claim

This article was originally published in The Tan Sheet

Executive Summary

The claim that Vitrix Maximum Impact dietary supplement enables users to "have the best sex" of their lives is not mere puffery in the context it is used by Nutrex, but qualifies as an unsupported claim, says the National Advertising Division. While the phrase on its own could be puffery, the Council of Better Business Bureaus unit decides Feb. 2 that additional claims of testosterone boosting and sexual performance improvement render the claim unsupported by science. The Council for Responsible Nutrition challenged Oviedo, Fla.-based Nutrex's claim, arguing that scientific literature on the testosterone-stimulating qualities of the herb Tribulus terristris and other ingredients in Vitrix should not apply to the product. Nutrex says it has discontinued or modified several product claims as a result of the NAD decision, despite disagreeing with aspects of it
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