National Advertising Division (NAD)
Optivida Silver Solution Discontinued COVID-19 Cure, Efficacy, and Safety Claims Following NAD Inquiry
For Immediate Release
Contact: Abby Hills, Director of Communications, BBB National Programs, 301.412.7769 / email@example.com
New York, NY – June 8, 2020 – Following an inquiry by the National Advertising Division (NAD), Optivida Health removed social media posts which referred to the Jim Bakker Show and claims by Mr. Bakker about Optivida Silver Solution, a liquid dietary supplement, curing COVID-19. NAD also recommended that the advertiser discontinue express efficacy and safety claims about Optivida Silver Solution.
Through a routine monitoring program, NAD challenged a Twitter post featuring a video of televangelist Jim Bakker selling a silver solution referenced as Optivida Silver Solution, touting it as a treatment or cure for COVID-19. NAD monitors national advertising in different media as part of its public interest mission to ensure the truthfulness and accuracy of national advertising. NAD’s monitoring efforts are currently focused on advertising of dietary supplements and other products making express or implied claims that they can boost one’s immunity to provide protection against COVID-19.
In response to NAD’s inquiry, the advertiser informed NAD that the Jim Bakker video was permanently discontinued as a result of law enforcement cease and desist orders. NAD appreciated the advertiser’s written assurances and evidence demonstrating that the Jim Bakker Show does not sell the product in question prior to NAD’s initiation of this inquiry. The advertiser removed the social media posts identified by NAD which refer to the Jim Bakker Show and claims by Mr. Bakker about Optivida Silver Solution curing COVID-19. NAD noted that these voluntarily discontinued posts with the offending claims will be treated, for compliance purposes, as though NAD recommended their discontinuance and the advertiser agreed to comply.
Further, NAD requested substantiation for the unqualified superior health-related efficacy claim that “Optivida Silver Solution (10 ppm) works faster, longer, and more efficiently than other silvers to support your immune system.” In support of the claim, the advertiser referred to an excerpt from a book entitled “Silver: Nature’s Natural Healer” and marketing materials from its manufacturer. However, NAD determined that these do not constitute competent and reliable scientific evidence, nor do they cite any studies to support the claim that Optivida Silver Solution works faster, longer, and more efficiently to support immune health than competing silver-based supplements. Therefore, NAD recommended that the claim be discontinued. NAD noted that nothing in its decision prevents the advertiser from truthfully explaining compositional differences between its product and competing products without expressly or impliedly conveying that these differences confer any health-related benefits.
NAD also requested substantiation for the safety claim “Silver is safe – no negative action on organs or other body systems when ingested or used topically; no negative interactions with other drugs when ingested; no damage to probiotic systems; safe for children, infants, animals.” In support of the claim, the advertiser submitted four studies and one review article. However, after careful consideration of the submitted materials, NAD determined that they do not support the challenged claim and recommended that it be discontinued.
In its advertiser’s statement, Optivida Health stated that it will comply with NAD’s recommendations. The advertiser stated that it believes “that there are many critical differences that consumers should know when they are comparing our product with other competing products. However, we will seek other ways to truthfully explain these structural differences without implying health-related benefits.”
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.
About BBB National Programs: BBB National Programs is where businesses turn to enhance consumer trust and consumers are heard. This independent, non-profit organization enhances trust, innovation, and competition in the marketplace through the development and delivery of cost-effective, third-party self-regulation, dispute resolution, and accountability programs. BBB National Programs’ 10 leading industry self-regulation and dispute resolution programs resolve business issues of national and international importance, and fosters industry best practices in truth-in-advertising, child-directed marketing, data privacy, and dispute resolution. To learn more about industry self-regulation, visit bbbprograms.org.