BBB National Programs Archive

Supplements Maker Moon Juice Says it Will Permanently Discontinue Claims for Moon Juice ‘Brain Dust,’ ‘Action Dust’ Following NAD Inquiry

New York, NY – Aug. 9, 2016 – Moon Juice, the maker of the dietary supplements “Brain Dust” and “Action Dust,” said it discontinue claims for the supplements following an inquiry by the National Advertising Division.

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 of its ongoing monitoring program and in conjunction with an initiative with the Council for Responsible Nutrition to expand the review of advertising claims for dietary supplements.

NAD requested substantiation for claims made for Moon Juice company’s “Action Dust,” including:

“Designed to support peak performance, stamina, and longevity, this formula helps regulate vital energy, encourages healthy metabolic function, and maximizes your ability to withstand stress and injury with ginseng, rhodiola, and more.”

In addition, NAD requested substantiation for packaging claims that included: “Medicinal Grade,” “Bioactive Power Potion,” “All Organic or Wild.”

Regarding the advertiser’s “Brain Dust” product, NAD requested substantiation for claims that included:

“Made with enlightening herbs like astragalus and gingko, used for centuries by great thinkers and meditators, this adaptogenic elixir is designed to maintain healthy systems for superior cognitive flow, clarity, memory, creativity, alertness, and the capacity to handle stress” and the following packaging claims: “Medicinal Grade,” “Adaptogenic Potion,” “All Organic or Wild.”

In lieu of submitting substantiating evidence, the advertiser advised NAD in writing that it had elected to permanently discontinue the challenged claims. However, the voluntarily discontinued claims will be treated, for compliance purposes, as though NAD recommended their discontinuance and the advertiser agreed to comply.

Moon Juice, in its statement, said it “thanks National Advertising Division (“NAD”) for its expeditious resolution of this matter. Prior to the receipt of the challenge, Moon Juice was in the process of revising the packaging and claims of its Action Dust & Brain Dust products. These revisions included discontinuing the referenced claims. Moon Juice is committed to ensuring its advertising is truthful, accurate, and substantiated, and respects the advertising industry self-regulatory process.”