Executive Summary

U.S. firm EuroPharma markets supplement Curamin as a fast-acting analgesic pain reliever like Tylenol and Advil, but the product can "at best" provide some pain relief over time and is not "fast acting" as ads suggest, the National Advertising Division says Oct. 19. The Council of Better Business Bureaus unit brought the challenge itself, under its work supported by a Council for Responsible Nutrition grant, and recommends EuroPharma modify or discontinue certain claims for Curamin, including that it "relieves pain fast and effective" and that users can "experience better relief than ever before." EuroPharma based the claims on tests comparing the product's curcumin and boswellia ingredients to those found in OTC analgesics. However, NAD determined "there was no evidence that Curamin is either 'fast-acting' or offers 'quick results starting with day one.'" NAD recommends the firm discontinue all "fast relief" claims and others suggesting the product provides "unprecedented levels" of relief. The Green Bay, Wis., firm agreed to modify ads to more accurately reflect its studies