New York, NY – March 19, 2018  – FemaLife Nutrition, LLC, said that it has permanently discontinued all challenged advertising claims for the company’s Super Flora Probiotic dietary supplement following an inquiry by the National Advertising Division and referral to the Federal Trade Commission.

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

NAD in 2017 requested that FemaLife provide substantiation for claims that included:

•  “If digestive problems have been interrupting your life for far too long then you NEED to click through to the next page and learn how to put an end to all your digestive discomforts in less than 30 seconds a day.”
• “Clinically Proven Results.”
• “Finally, you can say good-bye to digestive upsets and excess belly bulge all while fortifying your body against colds, flus and other infectious diseases.”
• “Superflora probiotic helps give your immune system the boost it needs to fight off infections and viruses that actively try to invade your body on a daily basis.”
• “The good news is once you begin taking Superflora daily and begin restoring normal bacterial balance, your body can once again resume proper absorption of nutrients from the foods you eat.  You should rapidly start to notice longer, stronger nails, healthier, fuller, shinier hair, and glowing, youthful blemish-free radiance restored to your skin.”
• “Superflora helps crush all those damaging cravings for sugar helping to regulates your appetite and put an end to overeating so [you] can finally shed those unwanted pounds effortlessly.”
• “I’ve tried others just for comparison but nothing could match up to [the] rapid relief I experienced taking this Probiotic.”
• “I noticed a difference almost immediately!  Within the first few days I experienced no constipation, gas or bloating.  I also noticed the end of those annoying frequent bathroom emergencies…”
• “FINALLY! Those spontaneous bouts of urgent diarrhea had become a part of my past.”

The advertiser failed to file a substantive written response or provide any evidence to

substantiate the challenged claims and NAD referred the claims to the FTC for further review.

The advertiser has now advised NAD in writing that, instead of submitting substantiating evidence, it has elected to permanently discontinue the challenged claims and that the product is no longer being sold.

NAD, relying on the advertiser’s representation that the claims have been permanently discontinued and the product is no longer being sold, did not review the claims on their merits.  However, the voluntarily discontinued claims will be treated, for compliance purposes, as though NAD recommended their discontinuance and the advertiser agreed to comply.

In its advertiser’s statement, the advertiser stated that it “stands behind its advertising claims” and accepts NAD’s decision.

Note: A recommendation by NAD to modify or discontinue a claim is not a finding of wrongdoing and an advertiser’s voluntary discontinuance or modification of claims should not be construed as an admission of impropriety. It is the policy of NAD not to endorse any company, product, or service. Decisions finding that advertising claims have been substantiated should not be construed as endorsements.