As part of its ongoing monitoring efforts, NAD had requested substantiation for the claim "Metamucil can help lower your cholesterol", made in print advertising.

The aim for NAD is to weed out companies making false or exaggerated claims, so as to protect the interests of consumers. On a similar note, the dietary supplement industry itself has been looking to self-regulate and monitor so as to enhance the credibility of its own industry.

According to NAD, the advertiser explained that Metamucil contains soluble fiber from psyllium, and that the US Food & Drug Administration (FDA) has approved health claims pertaining to this fiber source - including claims for cholesterol reduction.

To this argument, Procter & Gamble added that the standard for FDA approval of health claims is the highest of any claims standards.

FDA stipulates that to qualify for the health claim, a psyllium product must provide at least 1.7 grams of soluble fiber per reference amount and that the level of daily consumption of psyllium fiber associated with lower disease risk is seven grams per day.

Procter & Gamble answered to FDA accordingly that Metamucil contains 2.4 grams of soluble fiber per reference amount and is labeled for three doses per day.

The Council for Responsible Nutrition (CRN) has undertaken to take part in similar monitoring in order to help industry police itself.

The organization has been amassing grants destined for the NAD with the purpose of allowing it to increase by three-fold the number of dietary supplement-specific case reviews opened each year.

CRN will have no role in determining which advertisements NAD chooses to review or whether the claims are determined to be truthful and accurate.