NARB Panel Report # 146 / Osteo Bi-Flex (Summary)

(01/31/2008)
Appeal of NAD Final Decision Regarding Advertising by Rexall Sundown’s Osteo Bi-Flex

As part of NAD’s routine monitoring program, NAD requested substantiation for certain claims made by Rexall Sundown, Inc. (“Rexall”) for its Osteo Bi-Flex dietary supplement.

The panel recommends that Rexall discontinue use of “Double Strength” and “Triple Strength” descriptors on product packaging and in other advertising unless those terms are qualified to indicate that they refer to the level of key ingredients in each individual caplet, or the number of caplets that comprise the recommended daily serving of these ingredients, in a manner that does not imply greater product performance or efficacy.

The panel also recommends that Rexall remove its claims that the Boswellia serrata extract in 5- LOXIN® is 10 times more concentrated than typical Boswellia serrata extracts unless those claims are presented in a context that does not imply that the increased concentration results in increased product performance or efficacy.

Board Members for Panel #146

R, Michael Hoefges (Chair)
Assistant Professor and M.A.lJ.D. Coordinator
University of North Carolina at Chapel Hill,
The School of Journalism and Mass Communication

Amy Fuller
Group Executive
MasterCard Worldwide

0, Andrew Jung
Sr. Director, Advertising and Media Services
Kellogg Company

Andreas Combuechen
CEO,CCO
Atmosphere BBDO