NAD recommends company remove "survival pill" claims for product marketed to Mormons

By Hank Schultz

- Last updated on GMT

NAD recommends company remove "survival pill" claims for product marketed to Mormons

Related tags Marketing

The National Advertising Division has recommended that LifeCaps Nutraceuticals of Salt Lake City, UT, discontinue claims it was making on its LifeCaps brand of dietary supplement that claimed the product is a “survival pill.”

The claims had been challenged by the Council for Responsible Nutrition.  After a review, the NAD recommended the company remove claims that included:

 • “Within 20 minutes you will feel your hunger pangs ease, as your mind sharpens on the task at hand.”

 • LifeCaps ingredients help suppress/curb appetite.

 • LifeCaps helps suppress hunger; alleviate hunger pangs

 • LifeCaps may help you maintain high energy levels.

 • LifeCaps may increase the mobilization and burning of fat reserves for energy.

The product is a mixture of Hoodia gordonii​ extract with vitamin C and other vitamins and minerals.  The NAD concluded that the company had insufficient scientific backing for its claims.

LifeCaps pursues a unique marketing strategy on its website. The company claims the supplement will help with hunger pangs brought on by food shortages and will keep users more comfortable until new food supplies can be found.  The marketers advise customers to include the pills in their “72-hour kit.”  This appears to be aimed squarely at observant Mormons, who are advised by their church to have emergency supplies on hand, including the above mentioned kit for extreme emergencies.

LifeCaps, in a statement, said it “will take into consideration NAD’s decision as it reviews current and future advertising and labeling for the product.”

Related news

Show more

Related products

show more

LocVita® D3: Tailored Formulas & Beadlet Solutions

LocVita® D3: Tailored Formulas & Beadlet Solutions

Content provided by INNOBIO Corporation Limited | 11-Mar-2024 | White Paper

LocVita® Vegan Vitamin D3 delivers specially formulated options that are sugar-free and organic, designed to accommodate various dietary preferences and...

Withania Somnifera (Ashwagandha) - For Better Health

Withania Somnifera (Ashwagandha) - For Better Health

Content provided by Chemical Resources (CHERESO) | 01-Sep-2023 | White Paper

Withania somnifera (Ashwagandha) is one of the few herbs with significant effects on both psychological and physiological aspects of human functioning.

Related suppliers

Follow us

Products

View more

Webinars