The National Advertising Division (NAD) has recommended that New Nordic US, Inc. modify or discontinue claims for the company’s Hair Volume dietary supplement, including claims that suggest use of the product could reverse balding in women.
As part of its ongoing monitoring program and in conjunction with an initiative with The Council for Responsible Nutrition designed to expand NAD’s review of advertising claims for dietary supplements, NAD requested the advertiser provide substantiation for certain claims made in internet and print advertising.
NAD examined express claims that included:
“Hair Volume is based on vitamins, minerals and innovative hair growth from apples. The composition is a unique innovation and reinvention of the old hair, skin and nail tablet.”
“Thousands of people have already experienced the benefits of Hair Volume, which has made it the world’s leading hair tablet with natural apple hair growth factor.”
“Hair Volume is a new Scandinavian invention.”
“Strengthens your hair. With hair growth factors and minerals for hair follicles, skin and nails.”
NAD also reviewed the following testimonial: “I started taking the new Hair Volume tablets and the transformation was incredible. My hair appeared with more thickness, more life. It feels fuller and looks more vibrant and healthier…Even my nails are stronger. All this with one tablet a day. This is proof to me that with the right nutrients you don’t have to accept your family fate…Hair volume is the proof.”
NAD further considered whether the advertising at issue implied that use of the product would reverse balding, even genetic pattern baldness, in women.
Following its review of the evidence in the record, NAD recommended that the advertiser discontinue the claims at issue, including the testimonial.
The company, in its advertiser’s statement, said that while “we felt we had some substantiation from the clinical studies of our ingredients, we wish to work with you to correctly advertise our product and thus accept to adhere to the above in our advertising of Hair Volume.”