In National Advertising Division Challenge, Midi Health Permanently Discontinues Challenged Claims for Menopause Care Services
New York, NY, February, 25, 2026 - As part of its monitoring program, BBB National Programs’ National Advertising Division challenged express and implied advertising claims made by Midi Health, Inc. for its perimenopause and menopause services.
Midi Health is a virtual healthcare provider offering services to women experiencing symptoms associated with perimenopause, menopause, and related midlife health concerns. At issue for the National Advertising Division (NAD) was an Instagram post stating “Ready to say goodbye to hot flashes, weight gain, insomnia and mood swings? Join the 91% of patients who find relief within 2 months” and the related implied claim that patients experience significant symptom relief within two months and nearly all patients will see an elimination of key menopausal symptoms.
During the inquiry, Midi Health informed NAD that it had permanently discontinued the challenged claims. Therefore, NAD did not review the claims on their merits and will treat the discontinued claims, for compliance purposes, as though NAD recommended they be discontinued.
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 may not be used for promotional purposes.
Midi Health is a virtual healthcare provider offering services to women experiencing symptoms associated with perimenopause, menopause, and related midlife health concerns. At issue for the National Advertising Division (NAD) was an Instagram post stating “Ready to say goodbye to hot flashes, weight gain, insomnia and mood swings? Join the 91% of patients who find relief within 2 months” and the related implied claim that patients experience significant symptom relief within two months and nearly all patients will see an elimination of key menopausal symptoms.
During the inquiry, Midi Health informed NAD that it had permanently discontinued the challenged claims. Therefore, NAD did not review the claims on their merits and will treat the discontinued claims, for compliance purposes, as though NAD recommended they be discontinued.
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 may not be used for promotional purposes.