New York, NY – May 14, 2015 – The National Advertising Division has recommended that Silver Star Brands, Inc., discontinue all challenged claims for the company’s “Native Remedies A+ TestCalmer,” a product marketed as providing cognitive and emotional benefits for test takers. The company has said it will do so.

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 at issue in this case were challenged by the Council for Responsible Nutrition.

NAD asked the advertiser to provide substantiation for claims that included:

• “Herbal supplement for a calm mood and memory function during test taking.”
• “Supports nerves without ‘dulling’ the mind or affecting concentration.”
• “Supports confidence to maximize study efforts.”
• “Supports cognitive clarity and focus in the healthy brain.”
• “A+ TestCalmer has been used for many years to safely support a positive approach to tests and exams, without side effects.”
• “It is of special benefit to students who are natural worriers, and can make a significant difference without compromising health or mental clarity.”
• Testimonial:
• “A+ TestCalmer has reduced the pre-test (jitters) in my household tremendously…and their grades have even improved!  I will be ordering from you again!”

In response to NAD’s initial inquiry, the advertiser said it has decided for business reasons to stop selling A+ Test Calmer.  The advertiser affirmed that it is in the process of removing all marketing and promotional materials related to A+ Test Calmer and that no additional promotional materials would be produced or distributed.

NAD noted in its decision that it appreciated the advertiser’s promise to immediately discontinue all of the challenged claims, in lieu of providing substantiation, action NAD deemed necessary and proper given the lack of supporting evidence in the record.

Silver Star Brands, in its advertiser’s statement, said the company would “accept the NAD’s decision in its entirety and agree to discontinue the advertising.”