BBB National Programs Archive

NAD FINDS PROVEN HEALTH ACTED PROPERLY IN DISCONTINUING ALL DIABETES TREATMENT CLAIMS FOR DIAB-X SUPPLEMENT NAD Recommends Advertiser Discontinue Certain Remaining Claims, Finds Advertiser Can Support Limited Ingredient Claims

New York, New York – Jan. 19,   2012 – The National Advertising Division of the Council of Better

Business Bureaus Claims has determined that Proven  Health Results took necessary and proper

action in discontinuing a wide range of advertising claims for the company’s Diab-X dietary

supplement, including all claims related to the prevention or treatment of diabetes.

NAD, the advertising industry’s self-regulatory forum, recommended the advertiser discontinue

certain other claims, but found the advertiser could support certain claims related to the ingredients

in the product.

The claims at issue were challenged before NAD by the Council for Responsible Nutrition (CRN) as

part of an initiative to expand NAD review of advertising claims for dietary supplements.

(Full text of decision available to media upon request.)

In response to NAD’s initial inquiry, Proven Health Results asserted that would discontinue use of all

testimonials and all express or implied claims that the Diab-X, or the product’s ingredients, can help

reverse, prevent or cure diabetes, including the claims:

“Imagine Your Life ‘Free’ of Diabetic Risks,” “FREE from Diabetes Concerns? Like Heart Attack,

Blindness, Amputation, Death and on,” “Diab-X is: A Safe (See Studies), Completely Natural, Herbal

Supplement that Supports Healthy Blood Sugar and works to help you enjoy that Diabetic Diet, And

lose any extra Diabetic Weight,” “Say NO To Diabetes With a Safe, All-Natural Supplement,” “After

two decades of safety and efficacy research, the key ingredients in Diab-X have been demonstrated,

along with a healthy diet and moderate exercise to  provide help needed to support your fight to

defeat diabetes naturally,” “Defeat Diabetes Naturally!” “Eliminate the diabetic sugar cravings and

hunger [sic] typically associated with high blood sugar and prescription drugs,” “If you’re searching

for a natural supplement to help you reverse your Type 2 Diabetes, ask yourself the following

questions: Does the product conform to tested ingredient grade strength and purity standards?

Diab-X does,” “The results of these exhaustive and expensive tests prove Diab-X can help Type 2

diabetics achieve considerable weight loss and blood sugar normalization results, within just 90 days

or less,” “90 Days To Prove to Yourself Diab-X is Everything We Promise! Help control blood sugar

levels fast! More than 100 clinical trials by leading Universities! Lose diabetic weight! 3 times faster

than diet and exercise alone! Customer proven!”

NAD noted in its decision that it was “very concerned over the strong health and medical benefit

claims that originally appeared on the advertiser’s website.”

Following its review of the evidence in the record, NAD recommended that the advertiser also

discontinue the claims, “This proprietary blend decreases fasting plasma insulin by 25%, trigyceride

levels by 17%, and insulin resistance by 16%,” “Diab-X has also received USP and NF certification,

verifying, that it contains the stated ingredient level and potency as claimed,” “No Side-Effects”

“Does it work? – Yes, of course it does! Shown to normalize blood sugar, no other product can

provide you with over 100 clinical studies from major universites [sic].”“Sugar Cravings Go Away!”

“…reduce your Body Mass Index (BMI) 3 times faster than diet or exercise alone…,” “Super CitriMax reduces body weight 3-times greater than diet and exercise alone” “Protect from age related

metabolic disorders,” “Improve exercise performance levels,” “Inhibit fat synthesis and increase fat

burning,” “Restore your healthy Body Mass Index (BMI),” “Reduce anxiety and physical stress,”

“Protect your balanced cholesterol levels,” and “Support your healthy circulatory system.”

NAD determined, however, that the advertiser provided a reasonable basis for the limited claims

that ingredients in Diab-X – chromium and calcium-potassium salt of hydroxycitric acid – can

“promote healthy blood sugar levels,” and “help suppress appetite.”

Finally, NAD recommended the advertiser discontinue the use of government agency logos –

including the logo of the Food and Drug Administration – avoid any implication that the product or its

ingredients are somehow certified, or authorized by any of the agencies.

The company, in its advertiser’s statement, said it would “accept NAD’s decision in its entirety” and

“modify/discontinue the advertising in question.”



NAD’s inquiry was conducted under NAD/CARU/NARB Procedures for the Voluntary Self-Regulation of National Advertising.  Details of the initial inquiry, NAD’s decision, and the advertiser’s response will be included in the next NAD/CARU Case Report.

About Advertising Industry Self-Regulation: The National Advertising Review Council (NARC) was formed in 1971. NARC establishes the policies and procedures for the National Advertising Division (NAD) of the Council of Better Business Bureaus, the CBBB’s Children’s Advertising Review Unit (CARU), the National Advertising Review Board (NARB) and the Electronic Retailing Self-Regulation Program (ERSP).

The NARC Board of Directors is composed of representatives of the American Advertising Federation, Inc. (AAF), American Association of Advertising Agencies, Inc., (AAAA),  the Association of National Advertisers, Inc. (ANA), Council of Better Business Bureaus, Inc. (CBBB), Direct Marketing Association (DMA), Electronic Retailing Association (ERA) and Interactive Advertising Bureau (IAB).  Its purpose is to foster truth and accuracy in national advertising through voluntary self-regulation.

NAD, CARU and ERSP are the investigative arms of the advertising industry’s voluntary self-regulation  program. Their casework results from competitive challenges from other advertisers, and also from self-monitoring traditional and new media. NARB, the appeals body, is a peer group from which ad-hoc panels are selected to adjudicate NAD/CARU cases that are not resolved at the NAD/CARU level. This unique, self-regulatory system is funded entirely by the business community; CARU is financed by the children’s advertising industry, while NAD/NARC/NARB’s primary source of funding is derived from membership fees paid to the CBBB. ERSP’s funding is derived from membership in the Electronic Retailing Association. For more information about advertising industry self-regulation, please visit