National Advertising Division Recommends Breethe Discontinue or Modify “3 Signs You Have Anxiety” Claim in Connection with its Breethe App
New York, NY – March 12, 2025 – As part of its marketplace monitoring efforts, BBB National Programs’ National Advertising Division recommended that Breethe discontinue or modify the express claim “3 signs you have anxiety” in connection with its Breethe meditation and wellness app.
The National Advertising Division (NAD) determined that references to the signs of anxiety in the context of advertising for Breethe’s app and its ability to “calm” or “quiet your mind” reasonably conveys the implied message that the Breethe app can treat anxiety or is a substitute for anti-anxiety medication and aids.
In support of the anxiety reduction claims, Breethe relied on the results of surveys of Breethe app subscribers conducted via Survey Monkey in October 2021. However, NAD concluded that the survey evidence in the record is anecdotal and does not constitute competent and reliable scientific evidence to support the health-related implied claim.
Therefore, NAD recommended that Breethe discontinue or modify the express claim “3 signs you have anxiety” to avoid conveying the unsupported implied message that the Breethe app can treat anxiety or is a substitute for anti-anxiety medication and aids.
During the proceeding, Breethe voluntarily agreed to permanently discontinue certain quantified performance claims related to the anxiety reduction abilities of the Breethe app. Therefore, NAD did not review these claims on their merits and will treat the claims, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, Breethe stated that it agrees to comply with NAD’s recommendation.
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. This press release shall not be used for advertising or promotional purposes.
The National Advertising Division (NAD) determined that references to the signs of anxiety in the context of advertising for Breethe’s app and its ability to “calm” or “quiet your mind” reasonably conveys the implied message that the Breethe app can treat anxiety or is a substitute for anti-anxiety medication and aids.
In support of the anxiety reduction claims, Breethe relied on the results of surveys of Breethe app subscribers conducted via Survey Monkey in October 2021. However, NAD concluded that the survey evidence in the record is anecdotal and does not constitute competent and reliable scientific evidence to support the health-related implied claim.
Therefore, NAD recommended that Breethe discontinue or modify the express claim “3 signs you have anxiety” to avoid conveying the unsupported implied message that the Breethe app can treat anxiety or is a substitute for anti-anxiety medication and aids.
During the proceeding, Breethe voluntarily agreed to permanently discontinue certain quantified performance claims related to the anxiety reduction abilities of the Breethe app. Therefore, NAD did not review these claims on their merits and will treat the claims, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, Breethe stated that it agrees to comply with NAD’s recommendation.
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. This press release shall not be used for advertising or promotional purposes.