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NAD says hair supplement claims stretch accuracy

This article was originally published in The Tan Sheet

Executive Summary

The National Advertising Division advises Irish firm Lifes2Good Natural Healthcare to modify advertising for its Viviscal dietary supplement - promoted to nourish hair follicles with vitamin C, silica and glycosaminoglycans - to assure it is gender neutral. The marketing in question comprised radio, print and Internet ads, including one that featured the testimonial of an actress and "health enthusiast" as well as the statement that one in three women will be affected by thinning hair during their lifetime, according to the division of the Council of Better Business Bureaus. NAD determined that because the studies supporting the efficacy of the product were conducted on men only, the advertiser should revise its ads to avoid indicating the product has been shown to work in women. NAD also recommended the firm discontinue the claim the product is "doctor recommended." Lifes2Good substantiated the claim the product is "Recommended by top celebrities and models." Lifes2Good said it disagreed with NAD's decision regarding the gender focus of its ads, but the Galway, Ireland-based firm agreed to comply with the recommendations

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