New York, NY – Nov. 19, 2014 –The National Advertising Division has recommended that LifeCaps Neutraceuticals, LLC, discontinue all challenged advertising claims for the company’s “LifeCaps,” a dietary supplement promoted as a  “survival pill.”

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

The claims, which appeared in Internet advertising, were challenged by the Council for Responsible Nutrition.

The challenged claims included:

• “Within 20 minutes you will feel your hunger pangs ease, as your mind sharpens on the task at hand.”
• LifeCaps ingredients help suppress/curb appetite.
• LifeCaps helps suppress hunger; alleviate hunger pangs
• LifeCaps may help you maintain high energy levels.
• LifeCaps may increase the mobilization and burning of fat reserves for energy.
• LifeCaps is safe for children over 4 years of age.

The advertiser stated that its LifeCaps product is designed to conveniently provide vitamins and minerals in a manner easily absorbed by the body in the event food is temporarily unavailable. The ingredients include Hoodia Gordonii extract, cane sugar and chromium. The advertiser submitted various documents which it argued demonstrated the effectiveness of hoodia, sugar and chromium in providing claimed benefits in the short-term absence of conventional food.

Lifecaps argued that its products are supported by a comprehensive review of scientifically reliable evidence, methodologically sound trials and credible historic and scientific literature regarding on fasting glucose metabolism, blood sugar metabolism, energy levels, stress coping ability and appetite suppression.

NAD was troubled by the complete absence of competent and reliable product testing for the advertiser’s LifeCaps supplement as marketed for sale and promoted as a “survival” tool for emergency situations, demonstrating that,  when used as directed will perform according to the consumer expectations fostered by its advertising. NAD noted that the articles and citations presented do not take the place of well-controlled, reliable clinical testing and are, by themselves, insufficient as substantiation for the specific claims made by the advertiser which promise specific results for adults and for children.

Following its review, NAD determined that the advertiser had not provided a reasonable basis for any of its efficacy and performance claims and recommended that all challenged claims and testimonials be discontinued.

LifeCaps, in its advertiser’s statement said the company “will take into consideration NAD’s decision as it reviews current and future advertising and labeling for the product.”