In a challenge brought by Pharmavite, BBB National Programs’ National Advertising Division (NAD) recommended that Nature’s Truth modify or discontinue its advertising on certain claims regarding its magnesium products.
At issue for NAD were “express and implied claims” that Nature’s Truth Magnesium Glycinate Gummies provide 200 mg of magnesium per serving.
Nature’s Truth sells magnesium glycinate gummy supplements and identifies its product on the front label as “200 mg per serving.” However, the Supplement Facts label on the back states the product contains 22 mg of magnesium or 5 percent daily value (DV). Nature’s Truth has displayed the front label (without the Supplement Facts label) on social media and stated the gummies have “200 mg of magnesium per serving” without reference to “glycinate,” according to NAD.
Consumers may reasonably assume they are getting 200 mg of magnesium per serving when the actual amount is 22 mg per serving. As the product does not contain 200 mg of magnesium, NAD recommended the front label claim be discontinued.
NAD also recommended Nature’s Truth modify its advertising to avoid conveying the messages that that the product provides 200 mg of magnesium per serving, provides a material amount of magnesium per serving, or provides more than 22 mg of magnesium per serving.
In an advertiser statement, Nature’s Truth said it “will comply with NAD’s recommendations” and voluntarily discontinued certain claims.
For more information, visit www.bbbprograms.org.
