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NAD reviews hair-loss product

This article was originally published in The Rose Sheet

Executive Summary

Lifes2Good Natural Healthcare has been advised to modify advertising for its Viviscal dietary supplement - which nourishes the hair follicle with vitamin C, silica and glycosaminoglycans - to assure it is gender-neutral, according to the National Advertising Division. The ads in question included radio, print and Internet ads, including one that featured the testimonial of an actress and "health enthusiast" along with the statement that one in three women will be affected by thinning hair during their lifetime. The Council of Better Business Bureaus division determined that because the studies supporting the efficacy of the product were only conducted on men, the advertiser should revise ads to avoid indicating that the product has been shown to work in women. NAD also recommended the firm discontinue claims asserting that the product is "doctor recommended." Lifes2Good was able to substantiate one claim: "Recommended by top celebrities and models." Though Lifes2Good says it disagrees with NAD's decision regarding the gender focus of its ads, it will comply with the watchdog's recommendation

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