New York, New York – Feb. 8, 2011 – The National Advertising Division of the Council of Better Business Bureaus has referred advertising claims made by Iceberg Labs for its “Immune Shield” dietary supplement to the Federal Trade Commission (FTC) and Food and Drug Administration (FDA) for further review.

The advertising at issue was challenged before NAD, the advertising industry’s self-regulatory forum, by the Council for Responsible Nutrition.

Claims at issue included the following health-performance and absorbability claims: 

• “We do sincerely believe that it is the “World’s Most Complex and Beneficial Health Dietary Supplement”. We have formulated it to not only be a “Total Daily Health Supplement”, but also to be a (1.) Preventive Medicine for any Form of Flu; (2.) A Healthy Energy Boosting Compound; (3.) A Total Daily Health Formula for all Ages; (4.) A Perfect Solution for those on Weight Loss Programs or on a Simple Diet; (5.) The Best Formula for the “Traveling Individuals” and “People with Excessive Contact with the Populous; and finally we believe it to be (6.) The Finest and “Most Nutritious Immune System Builder” in the entire world!”
• Recent John Hopkins’ publications have started to advise us that “Chemotherapy” IS NOT the ONLY manner to “Eliminate Cancer Cells”! There are other means of preventing this ghastly illness! Of course, we at ICEBERG LABS call it preventive medicine!”
• “All Our Effervescent Products are %100 Guaranteed to be absorbed by your body Immediately!”

Following NAD’s initial inquiry, the advertiser contacted NAD, but did not submit supporting evidence for its claims.

NAD noted in its decision that it was disappointed that the advertiser did not participate in NAD’s inquiry, “particularly in light of the strong health claims being made, including claims that the product will ‘fortify’ the immune system, prevent ‘any Form of Flu’ and most troubling, claims suggesting that this supplement will help prevent and eliminate cancer.”

Based on the advertiser’s failure to respond to NAD’s inquiry, pursuant to Section 2.9 of the NAD/NARB Procedures, NAD will refer this matter to the FTC and FDA for further review.