New York, NY – June 12, 2018 – The National Advertising Division, in two separate proceedings, has referred to the Federal Trade Commission advertising claims made by 2BeUnstoppable, LLC, and NutriFrontier Pte Ltd.

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

In both cases, the claims at issue were found in internet advertising and challenged by the Council for Responsible Nutrition (CRN). The advertisers did not respond to NAD’s requests to provide substantiation for the claims.

CRN challenged claims made in internet advertising by 2BeUnstoppable for the company’s “My Perfect Bones” dietary supplement. Claims at issue included:

• “The nutrients found in My Perfect Bones have been shown to reverse bone loss the natural way.”
• “…a clinical trial reported that MCHC treated patients showed a dramatic and significant reduction in pain due to Advanced Osteoporosis.”
• “In a clinical setting, taking My Perfect Bones has shown to promote quicker recovery after bone fractures. My Perfect Bones can help any athlete, including college and professional sports, as stronger bones are less likely to fracture.”
• “Safely remineralize bones with My Perfect Bones.”

Challenged claims for NutriFrontier’s NutriO2 dietary supplement included:

• “The fact is that disease causing germs, bacteria and viruses cannot live in an oxygen-rich environment! In other words, wherever you have high levels of oxygen in your body, harmful bacteria and viruses are killed.”
• “And this is what REVERSES your physical age — where your healthy cells can grow and multiply.”
• “Where lean muscle cells, skin cells, and the cells of your organs, grow faster and you basically grow younger every day.”

In light of the failure to provide a substantive response to NAD’s request for substantiation for the challenged claims or participate in any way in the self-regulatory process,  NAD has referred both matters to the FTC for possible enforcement action.

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.