Dietary supplement

ChromaDex, Inc. Stops Advertising Claims for Tru Niagen Diet Supplement Following National Advertising Division Challenge

NEW YORK, October 5, 2021 / PRNewswire / – Following a challenge from the National Advertising Division (NAD) of the BBB National Programs, initiated as part of the NAD’s routine national advertising oversight for truth and transparency, the ChromaDex advertiser , Inc. has permanently stopped advertising claims regarding the performance benefits of its Tru Niagen dietary supplement.

National Advertising Division (NAD) (PRNewsfoto / National Advertising Division, B)

The disputed claims included the express claim “increases energy,” as well as this recent testimony from a former NFL star, Shannon sharpe, member of the Professional Football Hall of Fame:

  • “I saw my energy level increase and I am able to train with the same intensity as before. I even run over guys in their 20s and 30s at the gym. I was just tired. did I don’t want to get up and go. Tru Niagen is supercharging my cells and helping me refill my tank. “

During the proceedings, the advertiser informed NAD that it had definitively ended the contested claim and testimony. Therefore, NAD did not consider these claims on the merits.

Regarding future advertising, NAD advised ChromaDex to consider the previous NAD on the relevant ingredients of its product and to ensure that its claims do not expressly state or imply performance benefits similar to those identified in the NAD investigation without reliable supporting evidence.

All BBB Country Program case decision summaries are available in the Case Decision Library. For the full text of the NAD, NARB and CARU decisions, subscribe to the online archives.

About BBB National Programs: National BBB programs are where businesses turn to build consumer confidence and consumers are heard. The nonprofit is creating a level playing field for businesses and a better experience for consumers through the development and delivery of effective third party accountability and dispute resolution programs. Assume its role as an independent organization since the restructuring of the Council of Better Business Bureaus in June 2019, BBB National Programs now oversees over a dozen national industry self-regulatory programs and continues to evolve its work and increase its impact by providing business advice and encouraging best practices in areas such as advertising, marketing to children and privacy. To learn more, visit

About the National Advertising Division: The National Advertising Division (NAD) of the BBB National Programs provides independent self-regulatory and dispute resolution services, guiding the truthfulness of advertising across the United States. consumer protection and level the playing field for businesses.

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