In National Advertising Division Challenge, Neurotrack Voluntarily Discontinues Certain Cognitive Health Program Claims

New York, NY – April 4, 2023 – Following a BBB National Programs National Advertising Division (NAD) challenge, brought by competitor Posit Science, Neurotrack Technologies, Inc. voluntarily discontinued certain claims for its Cognitive Health Program, including:

  • “Clinically proven” or “clinically validated” claims.
  • Claims about reduction of risk of Alzheimer’s and other dementias.
  • Claims relating to improvement in cognitive health and prevention of cognitive decline.


Neurotrack is a digital health company that markets a web-based screening tool and cognitive health program intended to help diagnose and manage cognitive decline attributable to aging, including dementias such as Alzheimer’s disease. The challenged claims appeared on the Neurotrack website. 

The challenger, Posit Science, is a developer and marketer of brain-training exercise software and services.

During the proceeding, Neurotrack informed NAD that it was in the process of significantly modifying its website and that it had elected to voluntarily and permanently discontinue the challenged claims. Therefore, NAD did not review the claims on their merits.

In its advertiser statement, Neurotrack agreed to comply with NAD’s recommendations and stated that “for business reasons, and to avoid a protracted dispute, Neurotrack is voluntarily revising its website to ensure that its communications better align with its evidence-backed offerings.”

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.


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