IV Drip Voluntarily Discontinues Social Media Posts for IV Hydration Therapy Following NAD Inquiry into Implied COVID-19 Messages
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New York, NY – October 28, 2020 – Following an inquiry by the National Advertising Division (NAD) of BBB National Programs, IV Drips Customized IV Hydration & Wellness (“IV Drips”) discontinued Instagram and Facebook social media posts which conveyed implied messages that its IV Hydration Therapy protects users against COVID-19.
Through its routine monitoring program, NAD challenged IV Drips’ Instagram post for IV Hydration Therapy, including an image with the text:
- “Protect Yourself & Your Loved Ones Boost Your Immune System,”
- Associated text stating “Trump Declares National Emergency Over COVID-19,” and
- “Stay Safe. Stay Healthy. Strengthen your first line of defense with an immunity Drip.”
NAD determined that the immunity boosting claims, together with references to COVID-19, reasonably convey the implied message that IV Hydration Therapy protects users against COVID-19.
Health and safety concerns are a top priority for NAD’s monitoring efforts, with particular attention currently focused on advertising for COVID-19 treatments. NAD noted that the U.S. Centers for Disease Control and Prevention (CDC) and the FDA have both stated that there are no approved vaccines, drugs, or investigational products currently available to treat or prevent COVID-19. Both the FDA and FTC have issued dozens of warning letters to companies making claims about their products’ ability to treat or prevent COVID-19.
NAD initially referred this case to the FDA and FTC for review because the advertiser did not respond to NAD’s request to provide substantiation for its claims. However, following the referral, IV Drips subsequently returned to NAD and agreed to participate in the advertising self-regulatory forum.
In its response, the advertiser voluntarily discontinued the social media post in question, as well as additional social media posts on Facebook and Instagram which made similar implied claims that IV Hydration Therapy protects users against COVID-19 (e.g., “An Immunity Drip packed with Vitamin C is one of your best defenses against viruses! Along with washing your hands, keeping your immune system strong is essential for staying healthy during flu season” together with “#coronavirus”).
NAD appreciates the advertiser’s permanent discontinuance of the challenged advertisements and its commitment to avoid making any express or implied claims that promote its products’ abilities to protect consumers against COVID-19.
In its advertiser’s statement, IV Drips stated that “none of its [concierge IV hydration] services or products are intended to diagnose, treat, cure, or prevent any disease including COVID-19 and will not be advertised as such. One should always consult with their physician before beginning any IV hydration therapy program.”
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About the National Advertising Division: The National Advertising Division (NAD), a division of BBB National Programs, provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.
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