The National Advertising Division (NAD), an investigative branch of the BBB’s self-regulatory and dispute resolution programs, recommended that GlaxoSmithKline (GSK) discontinue the express claims that its Benefiber Original and Benefiber Healthy Shape fiber supplements are “100% natural,” and that Benefiber Healthy Shape is “clinically proven to curb cravings” and “helps you feel full longer.”
 
These claims, which appeared on product packaging and the company’s website, were challenged by the Procter & Gamble Company, which makes Metamucil, a competing dietary supplement and laxative product.
 
With regard to the “100% natural” claim, NAD argued that the production of Benefiber involves “a multi-step process that utilizes hydrochloric acid, added enzymes, and a tailored, highly controlled method, which selects for biological properties that resist digestion, increases fiber content, enhances solubility, lowers viscosity, and adds sweetness to the product marketed to consumers.”
 
The process transforms the digestible, 0% fiber wheate starch ingredient into the non-digestible, 85% fiber wheat dextrin ingredient touted to consumers.
 
“NAD carefully reviewed the evidence and arguments set forth by both parties and determined that the processing of wheat starch to yield the wheat dextrin found in Benefiber represents a significant alteration of the source ingredient that is inconsistent with a consumer’s reasonable understanding of a product that claims to be ‘100% natural,’ and recommended that the claim be discontinued,” NAD said in a statement.
 
NAD also claims that the evidence in the record did not provide a reasonable basis for the advertiser’s establishment claim that Benefiber Healthy Shape is “clinically proven to reduce cravings,” or the health-related satiety claim that Benefiber Healthy Shape “helps you feel longer,” and recommended that these claims be discontinued.
 
“NAD determined that these studies were either not consumer relevant in terms of population and the conditions under which the data was collected, measured outcomes, or fiber-types that were not relevant to the challenged claims, or did not provide critical information that would permit NAD to assess the reliability of the study,” NAD said.
 
In its advertiser’s statement, GSK stated that it “respectfully disagrees with the NAD’s findings and will appeal the decision in its entirety. GSK firmly believes that the challenged claims are supported and that the NAD’s decision is inconsistent with the evidence in the record and NAD precedent. GSK appreciates the opportunity to participate in the self-regulatory process and looks forward to resolving this matter with the National Advertising Review Board.”