New York, NY – Oct. 4, 2016 –  The National Advertising Division has referred advertising claims made by UltraMax Health, Inc., for the company’s “Max Synapse” supplement to the Federal Trade Commission for further review after the company failed to provide a substantive response to an NAD inquiry.

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

NAD opened its inquiry as part an initiative with the Council for Responsible Nutrition (CRN), designed to expand NAD review of advertising claims for dietary supplements.

In this case, CRN challenged advertising claims made in online advertising that included:

• “May help support:

o    Increased short term memory

o    Drastically increase long term memory

o    Improves your energy levels

o    Increase concentration

o    Continually increased brain performance

o    Focus with laser precision

o    Clearer mental vision”

• “MEMORY LOSS: The ingredients in Max Synapse have been proven to increase memory recall in men and women of just about all ages. Men and women in their early twenties to late thirties noticed significant increases in their short-term memory recall and some increases in
• LOW ENERGY LEVELS: Max Synapse’s advanced formula is built to give you a boost of energy as soon as you take it and keep you alert and focused throughout the day. The days of the 3 o’clock crash are over as soon as you take the Max Synapse experience! You will remain energized and focused until the moment you close your eyes for bed.”
• “…It’s one of a kind formula was engineered to ensure your brain gets all of the ingredients and vitamins it needs in the exact dosage it needs it to improve all areas of cognitive growth, including focus, energy, short and long-term memory, problem-solving capabilities and much more.”
• “…the #1 natural cognitive enhancer that is guaranteed to noticeably improve your focus and memory within the first week as well as increase your energy levels and get rid of that feeling of mental fatigue forever!”
• “100% natural and with no negative side effects.”

NAD made several attempts to engage the advertiser in the self-regulatory process. Following the advertiser’s failure to file a substantive written response or provide any evidence to substantiate the challenged claims, NAD has referred this matter to the Federal Trade Commission pursuant to section 2.10 (A) of the NAD/NARB Procedures.

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.