Following National Advertising Division Challenge, NourishMax Voluntarily Discontinues Certain Claims for its Diamond Infused Eye Cream

New York, NY – March 21, 2024 – Following a challenge brought by BBB National Programs’ National Advertising Division as part of its routine monitoring program, NourishMax discontinued certain advertising claims used to promote its NourishMax Diamond Infused Eye Cream.

The National Advertising Division (NAD) challenged the claims:

• “After researching and testing hundreds of eye cream products, we kept coming back to NourishMax Diamond Infused Eye Cream. This top pick features a comprehensive list of hard-hitting ingredients that target every eye concern, from dark circles, fine lines, wrinkles, and puffiness to telltale signs of aging like crow’s feet.” 
• Overall Rating (4.9)
• Quality Rating: 10/10
• Expert Rating: 9.9/10
• Users Rating: 9.8/10 

NAD also challenged the implied claim that the Skincarebrandsreviews webpage featuring these claims reflects independent, honest opinions of the reviewers.

NourishMax informed NAD that it permanently discontinued the challenged claims and that the Skincarebrandsreviews webpage would be taken down. Therefore, NAD did not review the claims on their merits and will treat the claims, for compliance purposes, as though NAD recommended they be discontinued. 

NAD appreciated NourishMax’s action given concerns about review websites that appear to be independent but are, in fact, controlled by advertisers and thereby constitute advertising.

NourishMax declined to provide an advertiser’s statement given the case disposition.

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.