New York, NY – Nov. 3,  2014 – Bedrock Brands LLC, contacted by the National Advertising Division in the course of a challenge to certain advertising claims for St. Joseph “Rapid Dissolving Melts,” has advised NAD that it is permanently discontinuing challenged claims for the low-dose aspirin product.

The claims, which appeared in television commercials and print advertising, were challenged by Bayer HealthCare LLC, Consumer Care.

NAD is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus.

Claims at issue included:

• “MELTS FAST WORKS FAST.”
• “Low dose aspirin just got better. New St. Joseph Rapid Dissolving Melts will change how we take our low dose aspirin. They’re easier to take because they melt in your mouth fast, so they work fast. And they have a big orange taste.”

The challenger contended that Bedrock’s advertising conveyed the unsupported message that its product was better and easier to take than all other competing aspirin products and works fast for all indications.

In response to NAD’s inquiry, the advertiser provided a written representation that – for reasons unrelated to Bayer’s challenge – it was permanently discontinuing all of the challenged claims. NAD determined that the matter had been satisfactorily resolved.