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Schiff to change krill claims

This article was originally published in The Tan Sheet

Executive Summary

Schiff Nutrition Group will modify advertising claims that its MegaRed Omega-3 Krill Oil is "better, faster and more powerful than fish oil," after the National Advertising Division determined it was an "unqualified superiority" claim. In a March 3 decision, NAD explains krill oil and fish oil impact different heart health markers but there is no evidence of a better impact from krill oil than fish oil. Salt Lake City-based Schiff also will modify claims that one MegaRed is equal to three fish oil soft gels because there is no established dose for fish oil, the watchdog says. The advertiser substantiated claims that MegaRed supports cardiovascular health and promotes joint health and flexibility, NAD says. The Council for Responsible Nutrition brought the challenge





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