BPI Discontinues Certain Claims for Three Products, Following NAD Inquiry

New York, NY – Aug. 6, 2013 – BPI Sports, LLC, has informed the National Advertising Division that it has discontinued certain advertising claims for three products. The claims at issue were challenged by the Council for Responsible Nutrition.

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 its routine monitoring program, and in conjunction with NAD’s initiative with CRN to expand the review of advertising claims made for supplements, NAD requested that BPI provide substantiation for claims made for:

•  Go Performance Pre-Training Powder. (“Stronger than 13 DMAA.” “Hits You Harder. Lasts Longer. Crazy Energy. Zero Crash.”)
•  SAAs Energy. (“Go Faster. Build Muscle.” “The best tasting amino acid product on the market.” “Increase exercise performance.” “Perfect anabolic aminos.” “Increase energy and focus.”)
•  1 M.R. (One More Rep) Pre-Workout Powder. (“#1 Strongest Pre-Workout Formula.” “#1 Tunnel Vision Pre-Workout.” “#1 Professional Bodybuilding “Dialed In” Vehicle.” “#1 Non-stop Pre-training Machine.”)

In response to NAD’s inquiry, the advertiser notified NAD that the claims at issue had been permanently discontinued, and that the labels for all the products at issue had been redesigned to eliminate the referenced claims, action NAD deemed necessary and appropriate.

The advertiser emphasized that it did not intend to make such claims in future advertising.

BPI, in its advertiser’s statement, said the company “is pleased to have participated in the NAD review process and thanks NAD for the time and attention devoted to its review of BPI’s advertising. BPI supports the self-regulatory review process and appreciates the thoughtful and comprehensive approach taken by NAD to the issues presented by this inquiry.’