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NAD Recommends Elations Modify Claims

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By: Sean Moloughney

Editor, Nutraceuticals World

The National Advertising Division of the Council of Better Business Bureaus has recommended that Cincinnati, OH-based Elations Company, LLC, modify or discontinue certain advertising claims for its Elations Liquid Supplements product. As part of its ongoing monitoring, NAD requested substantiation for claims and testimonials in advertising for the line of glucosamine and chondroitin enhanced beverages. Following its review of the evidence, including a study commissioned by the advertiser, NAD concluded the evidence was insufficient to support the specific claims that Elations provides “significant improvements in joint comfort in six days, with very strong results in as little as 3 days” or “faster than any other leading joint supplement brand” and recommended that these claims be discontinued. NAD found the evidence provided a reasonable basis for claims related to faster absorption, but cautioned that any such claims be properly qualified so as to avoid the implication that faster absorption translates to superior efficacy of its product.

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