New York, NY – Jan. 27, 2016 – Silver Star Brands, maker of the “JuniorSlim” dietary supplement, said in response to a National Advertising Division inquiry that it intended to discontinue the product.

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

JuniorSlim is marketed as a weight-loss aid for children. As part of its routine monitoring program and in conjunction with NAD’s initiative with the Council for Responsible Nutrition designed to expand NAD’s review of advertising claims for dietary supplements, NAD requested substantiation for certain claims made at Silver Star’s website, including:

• “100% safe, non-addictive natural herbal remedy”
• “More potent, easily ingested remedy that is easy for the body to absorb”
• “Supports routine weight management”
• “Supports healthy weight goals”
• “Supports healthy metabolism”
• “Supports the digestive system by maintaining the natural breakdown of fats”
• “Supports the healthy functioning of the digestive system”
• “Maintains healthy energy levels through nutrient absorption”
• “Addresses the tendency to comfort eat”
• “Significantly reduces the likelihood of side effects”

NAD also requested the advertiser’s support for claims implied by the advertising or made in testimonials, including:

• JuniorSlim will help a child not be fat/pudgy/overweight.
• JuniorSlim will help a child be healthy.
• JuniorSlim will help a child have more energy.

In response to NAD’s inquiry, the advertiser advised in writing that it had elected to permanently discontinue all of the challenged claims, including the testimonials.

In reliance on the advertiser’s representation that the claims have been permanently discontinued, NAD did not review the claims on their merits.  The voluntarily discontinued claims will be treated, for compliance purposes, as though NAD recommended their discontinuance and the advertiser agreed to comply.

Silver Star Brands, in its advertiser’s statement, said the company “fully supports industry self-regulation and thanks NAD for its diligent administration of this process.  Silver Star Brands stands behind its product, however, for reasons unrelated to the challenge, has voluntarily elected to discontinue the product.”

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.