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NAD disapproves of irrelevant images

This article was originally published in The Tan Sheet

Executive Summary

Brain Research Labs should discontinue use of before-and-after brain scans to demonstrate the efficacy of its cognitive supplement Procera AVH because the images demonstrate an ingredient's impact on the brain and not the supplement's impact, according to the National Advertising Division. NAD argues the images are irrelevant and do not accurately depict brain function or how the supplement works. Also, the images imply the product works immediately, which evidence does not support, the Council of Better Business Bureaus unit says. NAD also recommends the advertiser discontinue claims of "double proof of efficacy," because substantiation comes from one study. That study, however, adequately supports claims that use of Procera will "energize the brain, uplift mood, improve memory and sharpen the mind," and claims that Procera improves concentration and reduces hostility. Brain Research Labs voluntarily discontinued claims Procera improves IQ and reduces anxiety, according to NAD's Sept. 14 release

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