Culturelle 'IBS Complete Support' Brand Name Among Ad Claims Not Supported In P&G Challenge
NAD attorneys didn’t act on P&G challenge to i-Health labeling Culturelle IBS Complete Support as medical food. They agreed with P&G’s challenge against claims Royal DSM subsidiary used on packaging and online, including “Living with IBS is difficult, taking Culturelle IBS complete support to help manage symptoms is easy.”
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Council of Better Business Bureau's investigative arm "had several significant concerns" with research i-Health submitted to support express claims including “Exclusively with the #1 Proven Effective Probiotic” and implied claims including that its GG probiotic strain is the most effective probiotic in terms of overall health-related benefits. NAD attorneys concluded i-Health’s evidence "was not a good fit for the messages reasonably conveyed by the challenged claims."
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