BBB National Programs’ National Advertising Division (NAD) challenged “express and implied advertising claims” made by Proximity Capital Partners (dba Asutra), concerning the efficacy of its Magnesium Body Butter with Capsaicin.
According to NAD, the challenge claims include statements that Asutra’s Magnesium Body Butter provides relief from chronic pain, aids recovery, promotes comfort and better sleep, and that it eliminates chronic pain in a short period of time.
Asutra informed NAD that it “permanently discontinued the challenge claims for business reasons unrelated to the challenge.” As a result, NAD did not review the claims on their merits and will treat the discontinued claims, for compliance purposes, as though “NAD recommended they be discontinued and Asutra agreed to comply.”
In its advertisement statement, Asutra said it “supports industry self-regulation and appreciates NAD’s important role in the process.”
For more information, visit www.bbbprograms.org.
