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NAD Weight-Loss Claims Bulk Up In 2004; Whitening Cases Lose Luster

This article was originally published in The Tan Sheet

Executive Summary

Nearly half of the National Advertising Division cases involving the OTC drug, dietary supplement and oral care markets thus far in 2004 were initiated by the watchdog group, and not brought forward by a competing company

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Bayer HealthCare should discontinue advertising claims stating that men can reduce their risk of prostate cancer by taking One-A-Day Men's Health Formula, the watchdog group concludes in a recent Case Report. Although Bayer cited Harvard Medical School studies linking lycopene to prostate health, ad claims conveyed a message that was "much broader than the evidence could support," NAD maintains. The ad depicts a fire chief who advises his coworkers to switch to One-A-Day Men's when he learns that "one in three men face prostate cancer." Bayer provided reasonable scientific evidence to support the link between lycopene and prostate health, NAD says, but the ad's "tone of concern" and backdrop "make it reasonable for consumers to take away a message that taking One-A-Day has a cancer preventive effect because it contains lycopene"...

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