National Advertising Division Recommends Nature’s Truth Modify or Discontinue Certain Magnesium Claims for Magnesium Glycinate Gummies
New York, NY – April 27, 2026 – In a challenge brought by Pharmavite LLC, BBB National Programs’ National Advertising Division recommended that Nature’s Truth, LLC modify its advertising for its Magnesium Glycinate Gummies, including the claims “200 mg per serving” and “Magnesium Glycinate Gummies 200 mg per serving,” and discontinue the express claim “200 mg magnesium per serving.”
At issue for the National Advertising Division (NAD) were express and implied claims that Nature’s Truth Magnesium Glycinate Gummies provide 200 mg of magnesium per serving.
Nature’s Truth sells magnesium glycinate gummy supplements and identifies its product on the front label as “Magnesium Glycinate Gummies 200 mg Per Serving.” The Supplement Facts label on the back, however, states that the product contains only 22 mg of magnesium, or 5% Daily Value. Nature’s Truth has displayed the front label (without the Supplement Facts label) on social media, as well as stated that its gummies have “200 mg of Magnesium per serving” without reference to “glycinate.”
Consumers may reasonably take away the message that they will be getting 200 mg of magnesium per serving when the actual amount of elemental magnesium per serving is only 22 mg. As the product does not contain 200 mg of elemental magnesium per serving, the front label claim is unsubstantiated and NAD recommended it be discontinued.
Additionally, NAD recommended that Nature’s Truth modify its advertising to avoid conveying the messages that the product provides 200 mg of magnesium per serving, provides a material amount of magnesium per serving, or provides more than 22 mg of magnesium per serving, and discontinue the express claim “200 mg magnesium per serving.”
During the inquiry, Nature’s Truth voluntarily discontinued certain claims. These claims will be treated, for compliance purposes, as though NAD recommended their discontinuance and Nature’s Truth agreed to comply.
In its statement, Nature’s Truth stated that it “will comply with NAD’s recommendations.”
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.
At issue for the National Advertising Division (NAD) were express and implied claims that Nature’s Truth Magnesium Glycinate Gummies provide 200 mg of magnesium per serving.
Nature’s Truth sells magnesium glycinate gummy supplements and identifies its product on the front label as “Magnesium Glycinate Gummies 200 mg Per Serving.” The Supplement Facts label on the back, however, states that the product contains only 22 mg of magnesium, or 5% Daily Value. Nature’s Truth has displayed the front label (without the Supplement Facts label) on social media, as well as stated that its gummies have “200 mg of Magnesium per serving” without reference to “glycinate.”
Consumers may reasonably take away the message that they will be getting 200 mg of magnesium per serving when the actual amount of elemental magnesium per serving is only 22 mg. As the product does not contain 200 mg of elemental magnesium per serving, the front label claim is unsubstantiated and NAD recommended it be discontinued.
Additionally, NAD recommended that Nature’s Truth modify its advertising to avoid conveying the messages that the product provides 200 mg of magnesium per serving, provides a material amount of magnesium per serving, or provides more than 22 mg of magnesium per serving, and discontinue the express claim “200 mg magnesium per serving.”
During the inquiry, Nature’s Truth voluntarily discontinued certain claims. These claims will be treated, for compliance purposes, as though NAD recommended their discontinuance and Nature’s Truth agreed to comply.
In its statement, Nature’s Truth stated that it “will comply with NAD’s recommendations.”
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.