Internet Ads

Published on June 25th, 2018


My Perfect Bones

My Perfect Bones may sound like the title of a peaceful reflection on old age but, in reality, accepting the inevitabilities of aging is probably the last thing the marketers of this supplement want consumers to do, claiming, among other things, that the product “reverse[s] bone loss the natural way” and “safely remineralize[s] bones.”

But — and returning readers will know where this but is heading — such health claims require substantiation, aka scientific proof that the supplement works as advertised. And when the National Advertising Division (NAD) recently reached out to the company for this information, My Perfect Bones did not respond. This is when NAD referred the claims to the FTC for further review.

The claims at issue were found in Internet advertising and challenged by the Council for Responsible Nutrition, an industry trade group that works with NAD to ensure supplements are making truthful claims.

On that note: Remember, readers, marketing supplements as having the ability to treat, cure, alleviate the symptoms of, or prevent developing diseases and disorders is simply not permitted by law. If a supplement really could do all that, then it would be a drug subject to rigorous study and testing to gain FDA approval.

Find more of our coverage on supplements here.

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The National Advertising Division, or NAD, is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus. NAD asks advertisers to substantiate or change their claims in advertisements. As part of a voluntary system of self-regulation, however, its recommendations can be ignored by the offending advertisers. In those instances, NAD refers the offender to federal consumer protection agencies.


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