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Os-Cal, Citracal Parity Claims Modification Recommended By NAD

This article was originally published in The Tan Sheet

Executive Summary

GlaxoSmithKline's ad claims that its Os-Cal calcium supplement is absorbed "just as well as" Mission Pharmacal's Citracal may be misleading without "more clearly communicat[ing] the basis of the declared comparison," the National Advertising Division of the Council of Better Business Bureaus concludes in a recently released Case Report

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Citracal Quantified Calcium Absorption Superiority Claims Unproven – NAD

Quantified claims that Mission Pharmacal's Citracal calcium supplement is better absorbed than calcium carbonate are not supported by the submitted clinical trials and should be discontinued, NAD concludes in an upcoming NAD Case Reports

Mission Pharmacal Citracal superior calcium bioavailability claims unsupported -- NAD.

CITRACAL SUPERIOR CALCIUM BIOAVAILABILITY CLAIMS UNSUPPORTED, the National Advertising Division of the Council of Better Business Bureaus concludes in an Aug. 5 NAD Case Report. Mission Pharmacal ads for Citracal were challenged by SmithKline Beecham, the maker of Tums and Os Cal calcium supplements. Based in San Antonio, Mission Pharmacal maintains its claims are "clearly supported by clinical data, including a number of studies published in peer reviewed medical and clinical research journals." The company is appealing the NAD decision to the National Advertising Review Board.

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