Following Reopened National Advertising Division Matter, Willow Health Services Voluntarily Discontinues Claims for Compounded Semaglutide Products
New York, NY – July 24, 2026 – In a BBB National Programs’ National Advertising Division challenge brought by Novo Nordisk Inc., Willow Health Services Inc. voluntarily discontinued certain advertising claims for its compounded semaglutide products.
The inquiry focused on express and implied claims made by Willow Health Services about the benefits, efficacy, and safety of its compounded semaglutide products. The challenged claims included statements that Willow’s products were proven to support weight loss, provided results comparable to FDA-approved semaglutide products, and offered effective weight loss outcomes without diet or exercise.
The National Advertising Division (NAD) initially referred this matter to the Federal Trade Commission (FTC), relevant state Attorneys General, and to the platforms on which the advertising appeared, as Willow failed to provide an advertiser statement indicating whether it would comply with NAD’s recommendations. Willow returned to NAD after discussion with the FTC, and NAD reopened the matter.
During the reopened inquiry, Willow informed NAD that it had permanently discontinued all the challenged claims. NAD 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. This press release shall not be used for advertising or promotional purposes.
The inquiry focused on express and implied claims made by Willow Health Services about the benefits, efficacy, and safety of its compounded semaglutide products. The challenged claims included statements that Willow’s products were proven to support weight loss, provided results comparable to FDA-approved semaglutide products, and offered effective weight loss outcomes without diet or exercise.
The National Advertising Division (NAD) initially referred this matter to the Federal Trade Commission (FTC), relevant state Attorneys General, and to the platforms on which the advertising appeared, as Willow failed to provide an advertiser statement indicating whether it would comply with NAD’s recommendations. Willow returned to NAD after discussion with the FTC, and NAD reopened the matter.
During the reopened inquiry, Willow informed NAD that it had permanently discontinued all the challenged claims. NAD 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. This press release shall not be used for advertising or promotional purposes.