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NAD ‘Aligned’ with P&G Probiotic Claims

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By: Sean Moloughney

Editor, Nutraceuticals World

The National Advertising Division (NAD) of the Council of Better Business Bureaus (BBB) has determined that Cincinnati, OH-based Proctor & Gamble can support certain advertising claims for its probiotic dietary supplement Align. NAD also determined that the company took appropriate action in voluntarily discontinuing certain “clinically proven” claims. NAD examined evidence that included the results of a survey of gastroenterologists, commissioned by P&G from Wolters Kluwers and presented as support for the claim that “Align is the #1 Gastroenterologist-Recommended probiotic supplement…” NAD determined that the results of the survey supported the claim that gastroenterologists who recommend probiotics do recommend Align more often than any other brand. NAD further determined that the body of research presented by the advertiser as evidence was sufficient to support the general claim that “Align helps restore your natural balance, building and maintaining a stronger, healthier digestive system.”

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