Body Dynamics Discontinues Certain Claims for ‘Mega Cleanse,’ But NAD Recommends Company Discontinue All Claims at Issue in Challenge

New York, NY – Feb. 22, 2013 – Body Dynamics, Inc., has agreed to permanently discontinue a wide range of advertising claims for the company’s “Mega Cleanse” dietary supplement. However, the National Advertising Division has recommended that the company discontinue all advertising claims at issue in a challenge brought by the Council for Responsible Nutrition (CRN).

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

As part of NAD’s ongoing monitoring program and in conjunction with an initiative with CRN to expand NAD’s review of advertising claims for dietary supplements, CRN challenged claims made at the company’s website including claims that product contains ingredients that:
• “that heal and cleanse the kidneys, liver, blood, lymphatic system and the colon”
• “reduce cravings for simple carbohydrates and sugars”
• “are beneficial in treatment and prevention of certain liver disorders”

Following its receipt of NAD’s initial inquiry, Body Dynamics agreed to discontinue print advertising and substantially modify website advertising claims for Mega-Cleanse.

However, NAD noted in its decision that Body Dynamics submitted no studies or research to support the claims at issue. Studies cited at the advertisers’ website consist exclusively of ingredient studies on some, but not all, of the ingredients in Mega Cleanse. The advertiser provided no testing on the product itself.

Followings its review, NAD recommended that the advertiser discontinue all of the claims, modified claims and testimonials challenged by CRN.

Body Dynamics, in its advertiser’s statement, said the company will take all of NAD’s recommendations into account in future advertising.