{"id":206310,"date":"2024-06-06T14:00:00","date_gmt":"2024-06-06T14:00:00","guid":{"rendered":"https:\/\/icrowdnewswire.com\/?p=3077931"},"modified":"2024-06-06T14:00:00","modified_gmt":"2024-06-06T14:00:00","slug":"national-advertising-division-finds-certain-claims-for-early-defense-dietary-supplement-supported-recommends-others-be-modified-or-discontinued","status":"publish","type":"post","link":"https:\/\/ipsnews.net\/business\/2024\/06\/06\/national-advertising-division-finds-certain-claims-for-early-defense-dietary-supplement-supported-recommends-others-be-modified-or-discontinued\/","title":{"rendered":"National Advertising Division Finds Certain Claims for Early Defense Dietary Supplement Supported; Recommends Others be Modified or Discontinued"},"content":{"rendered":"

\"\"<\/p>\n

New York, NY \u2013 June 6, 2024 \u2013 <\/em>In a challenge brought by MacuHealth LP, BBB National Programs\u2019 National Advertising Division determined that Vision Elements, Inc. substantiated shelf-life stability and safety claims for its Early Defense dietary supplement. \u00a0<\/p>\n

However, the National Advertising Division (NAD) recommended that other challenged claims be discontinued or modified.<\/p>\n

Vision Element\u2019s Early Defense product contains a triple carotenoid formula as its active ingredient, along with other excipients, and is marketed to support healthy eyesight.<\/p>\n

Published Studies Claim <\/strong><\/p>\n

The National Advertising Division (NAD) determined that one reasonable takeaway from Vision Element\u2019s claim \u201cScience-Driven Formulas developed from peer-reviewed, published studies\u201d is that Early Defense\u2019s formula is the same as that tested in peer reviewed published studies.<\/p>\n

Since there was no evidence in the record that Early Defense\u2019s formula has been the subject of peer-reviewed published studies, NAD recommended the claim be discontinued. NAD noted that nothing in its decision prevents Vision Elements from claiming that the ingredients were developed from peer-reviewed published studies provided that the claim is properly substantiated.\u00a0<\/p>\n

Performance Claims<\/strong><\/p>\n

The National Advertising Division (NAD) concluded that there was no evidence to support the challenged claim that Early Defense \u201chelps maintain healthy eyesight and visual performance\u201d because the studies and meta-analysis relied on by the advertiser were not conducted on the Early Defense product. Therefore, NAD recommended the claim be discontinued but noted that nothing in its decision prevents Vision Elements from tailoring its claims to the benefits specific ingredients in Early Defense can provide, as long as the claims are substantiated by competent and reliable scientific evidence.\u00a0<\/p>\n

NAD also recommended that Vision Elements remove the patient testimonial from its website stating, \u201cI have been taking Early Defense capsules since January\u2026 I have great clarity, contrast and colour tone\u201d due to a lack of evidence in the record.<\/p>\n

Bioavailability and Absorption Claims<\/strong><\/p>\n

MacuHealth challenged the claim \u201cLiquid-Filled Hard Capsules: Advanced encapsulation technology helps protect the carotenoids through shelf-life and aid absorption.\u201d<\/p>\n

The National Advertising Division (NAD) found Vision Element\u2019s evidence shows that liquid-filled hard capsules are generally accepted by scientists to help maintain a product\u2019s shelf-life stability without impacting absorption. Therefore, NAD determined that Vision Elements has a reasonable basis for the claim \u201cLiquid-Filled Hard Capsules: Advanced encapsulation technology helps protect the carotenoids through shelf-life\u201d but recommended it modify the portion of the claim that the technology will \u201caid absorption\u201d to better fit the evidence.\u00a0\u00a0<\/p>\n

NAD concluded the claim that \u201cVision Elements liquid-filled capsules naturally enhance carotenoid absorption and bioavailability with a combination of olive oil and non-GMO sunflower lecithin\u201d is not supported by the record and recommended it be discontinued.<\/p>\n

Shelf-Life Stability & Safety Claims<\/strong><\/p>\n

The National Advertising Division (NAD) found that testing of the Early Defense product for harmful substances, the FDA\u2019s Generally Recognized As Safe (GRAS) information on individual ingredients and product testing on Early Defense for potency, even after the product is on shelves, is enough to constitute competent and reliable scientific evidence that multiple tests are conducted to assess for safety and potency.<\/p>\n

Therefore, NAD found that Vision Elements substantiated claims that:<\/p>\n