BBB National Programs Archive

National Advertising Division Refers Advertising Claims Made by International Institute of Health to Federal Trade Commission

New York, NY – January 14, 2020 – The National Advertising Division has referred advertising claims made by International Institute of Health for its Black Gold dietary supplement to the Federal Trade Commission for further review. The advertiser did not respond to NAD’s requests to provide substantiation for its claims.

NAD is an investigative unit of the advertising industry’s system of self-regulation and is a division of the BBB NP’s self-regulatory and dispute resolution programs.

As part of NAD’s routine monitoring program, NAD requested substantiation for internet advertising claims that included:

Express claims:

  • Black Gold is Humic Acid, which is a natural iconic molecule extracted from ancient organic soil deposits, a key element of nutrient starved world. These ancient soil deposits – named humus, or humin, from the Greek word for soil, is vital for the reversal and prevention of disease and essential for optimal health.
  • Suggested Applications: Alzheimer’s; Respiratory tract infections; Cancer; Diabetes; Fatigue; Heavy metal toxicity; Preventing Hypoxia; Improve gut health; Boost digestion & nutrient absorption; Improved detox; Reduces inflammation; Skin conditions.
  • Benefits: Weight loss; 70+ bioavailable nutrients; Burn fat, build muscle; Potent antiviral properties; Promotes bone regeneration; Clinically proven anti-inflammatory; Immune boosting; Hormone balancing; Anti-carcinogenic properties; Protection from harmful chemicals; Protects against asthma, bronchitis, fibromyalgia, autoimmune disorders, diabetes and tuberculosis.

Implied claims:

  • Black Gold treats or cures asthma, bronchitis, fibromyalgia, autoimmune disorders, diabetes and tuberculosis, cancer, Alzheimer’s disease and other conditions referenced in the “suggested applications” and “benefits.”

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

About the National Advertising Division (NAD): NAD provides independent self-regulation overseeing the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for truth and accuracy.

About BBB National Programs: BBB National Programs (BBB NP) fosters trust, innovation, and competition in the marketplace through the development and delivery of cost-effective, third-party self-regulation, dispute resolution and other programs. The programs were formerly administered by the Council of Better Business Bureaus. BBB NP is the home of industry self-regulatory and dispute resolution programs that include the National Advertising Division (NAD), National Advertising Review Board (NARB), BBB EU Privacy Shield, BBB AUTO LINE, Children’s Advertising Review Unit (CARU), Children’s Food and Beverage Advertising Initiative (CFBAI), Children’s Confection Advertising Initiative (CCAI), Direct Selling Self-Regulatory Council (DSSRC), Digital Advertising Accountability Program (Accountability Program), and the Coalition for Better Advertising Dispute Resolution Program (CBA DRM). The programs are designed to resolve business issues and advance shared objectives by responding to marketplace concerns to create a better customer experience. To learn more about industry self-regulation, please visit: