NAD questions Nutrition 21 ads
This article was originally published in The Tan Sheet
Executive Summary
Absolute claims that the company's Core4Life Advanced Memory Formula "increases alertness and concentration" and "helps improve focus and vitality" are unsupported and should be modified or discontinued, the National Advertising Division of the Council of Better Business Bureaus advises in a Nov. 25 decision. Purchase, N.Y.-based Nutrition 21 sufficiently backs other ingredient-specific claims, NAD finds. The nutritional bioscience firm says the ingredient research supports its broader product claims, but agrees to consider NAD's conclusions in developing future Core4Life ads. The formula, introduced in November 2007, is marketed to baby boomers as an aid to more efficiently process glucose, the brain's "fuel" (1"The Tan Sheet" Nov. 26, 2007, p. 5)
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