National Advertising Division Recommends Lily of the Desert Nutraceuticals Discontinue “100% Pure Avocado Oil” Claim for Tropical Plantation Avocado Oil

New York, NY – April 15, 2024 – In a challenge brought by Chosen Foods, LLC, BBB National Programs’ National Advertising Division recommended that Lily of the Desert Nutraceuticals, Inc., discontinue the claim “100% Pure Avocado Oil” for its Tropical Plantation Avocado Oil and avoid conveying the unsupported message that the product is 100% pure avocado oil. 

In its decision, the National Advertising Division (NAD) recognized the impact “100%” claims have on consumers, conveying a message of completeness and certainty that vaguer language may not. NAD noted that the label art on Tropical Plantation brand Avocado Oil showcases pristine avocados and avocado oil, reinforcing the message that the product contains a single ingredient. Likewise, NAD noted the back of the bottle claims that the product is “100% Pure Avocado Oil,” “made from Hass Avocados.”  

NAD determined that Lily’s evidence does not individually, or collectively, provide support for the claim that Tropical Plantation is “100% Pure” avocado oil. While Lily’s testing indicates that the oil used meets internal specifications and standards, the authenticity and purity of the source oil remains undetermined.

NAD also determined that the challenged advertising reasonably conveys the implied messages that:

  • Lily’s avocado oil is made exclusively from avocado oil; 
  • Lily’s avocado oil does not contain non-avocado oils, including but not limited to sunflower oil, safflower oil, and soybean oil; and
  • Lily’s avocado oil has the chemical properties of other, unadulterated avocado oils.


Therefore, NAD concluded that Lily did not provide a reasonable basis of support for the challenged “100% Pure Avocado Oil” claim and recommended that it be discontinued and that Lily avoid conveying the unsupported message that the product is 100% pure avocado oil.

In its advertiser statement, Lily stated that it will comply with NAD’s recommendations.

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB procedures, this release shall not be used for advertising or promotional purposes.


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