New York, NY – March 31, 2009 – The National Advertising Division of the Council of Better Business Bureaus has recommended that Nature’s Healthy Supplements modify or discontinue certain advertising claims for its “Best Prostate” Dietary Supplement.

NAD, the advertising industry’s self-regulatory forum, examined performance and superiority claims in Internet advertising for the product, following a challenge by the Council for Responsible Nutrition. Claims at issue included:

• World’s most prescribed product for an enlarged prostate
• Provides 620 mgs of Beta-Sitosterol in a daily dosage regimen
• Does not contain dangerous amounts of Selenium
• 3,000 Times more Powerful than Saw Palmetto
• No Known Side Effects
• Beta-Sitosterol is both natural and safe unlike harsh prescription medications
• Best Prostate™ is “95% effective in relieving the symptoms of an enlarged prostate” (website video)
• Best Prostate™ “will significantly reduce prostate size” (website video)
• Best Prostate™ “will dramatically increase your urinary flow” (website video)
• “Help[s] to reduce waking at night due to constant urge to urinate”
• “Helps to Increase Urinary Flow and Promotes Healthy Urinary Function”
• “Promotes a Healthy Prostate”
• “Beta-Sitosterol has shown benefit in relieving the symptoms of an Enlarged Prostate or BPH.”
• “All tablet and caplet Prostate Formulas contain at least one or more of the following ingredients. There is nothing natural about DiCalcium Phosphate, Stearic Acid, Magnesium Silicate, Magnesium Stearate (Talc), Silica, or Glaze.”

During the course of NAD’s inquiry, the advertiser informed NAD that it had modified certain claims at issue, including:

• “World’s most prescribed product for an enlarged prostate.”
• “Beta-sitosterol is both natural and safe unlike harsh prescription medications.”
• “Does not contain dangerous amounts of Selenium.”

In addition, the advertiser represented that is has permanently discontinued the claims that Best Prostate is:

• “95% effective in relieving the symptoms of an enlarged prostate,” “will significantly reduce prostate size,” “will dramatically increase your urinary flow,” and that there are “No Known Side Effects.”

At the outset of its review, NAD determined that the advertising at issue included claims about the efficacy of the product, Best Prostate, when, in fact, the evidence presented to NAD focused on the key ingredient, Beta-sitosterol.

In response to NAD’s initial inquiry, the advertiser made several modifications to its Website to clarify that the claims are based on the key ingredient, not the product. However, NAD found that the advertising overstated the evidence of the benefits of Beta-sitosterol. NAD recommended the advertiser discontinue the claims Beta-sitosterol is “95% effective in relieving the symptoms of an enlarged prostate,” “will significantly reduce prostate size” or that it “will dramatically increase your urinary flow.”

NAD found no evidence that the product Best Prostate is either recommended or prescribed by doctors. Further there is insufficient evidence that even the key ingredient, Beta-sitosterol , is the “world’s most prescribed product for an enlarged prostate.” Consequently, NAD recommended that the claim, “World’s most prescribed product for an enlarged prostate.” be discontinued.

NAD found support for the general claims that the key ingredient in Best Prostate, Beta-sitosterol “Help[s] to reduce waking at night due to constant urge to urinate,” “Helps to Increase Urinary Flow and Promotes Healthy Urinary Function,” “Promotes a Healthy Prostate,” but recommended that the advertiser discontinue the claim that “Beta-sitosterol has shown benefit in relieving the symptoms of an Enlarged Prostate or BPH.” (Benign prostate hyperplasia.)

NAD determined that the advertiser could accurately claim that Best Prostate “Provides 620 mgs of Beta-sitosterol in a daily dosage regimen,” based on its certificate of analysis.

The company, in its advertiser’s statement, said participation in the NAD process was “both enlightening and educational and was most helpful in educating us to discern the relevance and ambiguities of advertising claims.  We have modified and/or discontinued all claims the NAD felt were inappropriate or unsubstantiated.  If there remain additional concerns we are more than open to address any remaining or future concerns.

“We wish to thank NAD for allowing us to go through this valuable educational process. In retrospect, we clearly see both the value and appropriate concerns raised by both NAD and the Council for Responsible Nutrition.  We feel that all advertisers and other internet marketers should go through this rigorous review process which ultimately protects consumer safety.”