New York, NY – Jan. 5, 2017 – The National Advertising Division has recommended that Mane Choice, LLC,  modify the name of the company’s “Manetabolism Plus, Laid Back Effortless Growth Stimulant Edge Control & The Multi-Vitamin Scalp Nourishing Oil” and discontinue claims that state or suggest the product helps users grow hair.

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

Product label, print, and internet claims made by Mane Choice were challenged by Brock Beauty Inc., the manufacturer of a competing product.

Following its review of the evidence in the record, NAD determined that the Main Choice could support claims that the product “is “Physician Formulated” and “Improves dietary nutrition and helps to support the overall health in the body.”

However, NAD recommended that the advertiser discontinue the following the claims:

• “Dietary supplement created to aid in hair growth.”
• “Manetabolism Plus is a daily complete dietary supplement formulated to grow hair.”
• “Clinically studied to promote healthy hair, nails and skin by supplying nourishment to the body and by directly targeting hair follicles, nail beds and skin layers.  A complete formula that can also serve as a multi-vitamin to aid in a healthier nutritional intake.”
• “Manetabolism Plus works to nourish hair follicles, prevent hair loss, remove scalp toxins and speed up hair growth.  They also work to improve the overall health of the hair and prevent breakage.  Our vitamin stimulates the circulation on the scalp, thus improving the overall hair quality.”
• “Grows hair longer, thicker, and healthier at an accelerated speed the healthy way.”
• “Has the ability to rejuvenate dead follicles, inactive follicles and slow growing follicles.”
• “Loaded with essential antioxidants to help boost the immune system and energy levels naturally.”
• “Manetabolism is a healthy hair growth vitamin that aids in promoting healthy hair, nails and skin.  A complete nutritional supplement for adults.  Infused with antioxidants to strengthen your immune system and to boost your energy level the healthy way.”
• “Longer, Thicker, Faster.”
• “Healthy Hair Growth and Retention Vitamin.”
  • “Promotes healthy growth and retention.”
• “Does not revert natural hair.”
• “Stimulate dormant hair follicles to grow.”
• “Growth Stimulating Edge Control.”
• “Grows edges while smoothing them.”
• “Preserve and restore hair follicles.”
• “Formulated to deeply penetrate the scalp and stimulate slow and inactive hair follicles.  Our growth oil is potent yet gentle enough to be used daily or as often as needed to transform your hair into a much healthier, longer and thicker state.”
• “Promotes growth and retention.”
• “Multi-vitamin Scalp Nourishing Growth Oil is a natural growth stimulating oil made exclusively for the scalp.  Formulated to deeply penetrate the scalp and stimulate slow and inactive follicles.  Our growth oils is potent yet gentle enough to be used daily or as often as needed to transform your hair into a much healthier, longer, thicker state.”
• “Natural growth and retention solution.”
• “Unclogs blocked pores.”
• “Promotes longer, thicker and healthier hair.”
• “Growth stimulating oil.”
• “Stimulate slow and inactive hair follicles.”
• “Made in the USA”
• “Growth” in the product name Multi-vitamin Scalp Nourishing Growth Oil 

NAD further recommended that the advertiser discontinue displaying third-party certification logos — such as the PETA cruelty-free bunny — until such time that it obtains a license to do so.

Mane Choice, in its advertiser’s statement, said the company “agrees to comply with the NAD’s recommendations in its future advertising.  While we disagree with some of NAD’s conclusions, in the spirit of self-advertising regulation, Mane Choice is participating in the NAD process.”

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.