In response to a challenge from the Council for Responsible Nutrition, the National Advertising Division (NAD) recommended that Nature’s Boost discontinue health claims concerning the ability of its Blood Boost Formula dietary supplement to cure diabetes and substantially reduce a diabetic’s symptoms, as well as the claim that the product is “all-natural.” The express claims included “Miracle Diabetes Curing Diet Nets Biggest Deal in Shark Tank History!,” “Reduces Blood Pressure,” “Lowers Bad Cholesterol (LDL),” “Increases Good Cholesterol (HDL)” and “Reverses Insulin Resistance.” Testimonials made similar claims, including one referring to Oprah Winfrey. Another testimonial claimed that it is “the best product out there.”
Nature’s Boost failed to submit any testing on the actual product or on competing products to support the challenged monadic and comparative claims. The NAD stated that it was especially troubled by the claims that Blood Boost and its ingredients “cure” diabetes and “reverse insulin resistance.” The NAD noted that the Federal Trade Commission (FTC) and the Food and Drug Administration (FDA) have issued warning letters and opened enforcement actions against dietary supplement manufacturers making such claims. In addition, there was no evidence that the product is “all-natural.”
Since there was no competent and reliable scientific evidence to support the challenged claims, the NAD recommended that they be discontinued. The NAD also recommended that the testimonials be discontinued, included the one implying that Oprah Winfrey endorsed the product. There was no evidence that Ms. Winfrey used the product or endorsed the views presented in the testimonial. Nature’s Boost agreed to discontinue all of the challenged claims.