Walden Farms Calorie Free Whipped Peanut Spreads

October 31st, 2013

waldenwayWalden Farms advertised that consumers could “save 330 calories a day, 10,000 calories a month, lose 34 pounds a year” by eating its calorie free whipped peanut spreads instead of regular peanut butter. Eat the spread long enough, and presumably you’d be weightless!

NAD, the advertising industry’s self-regulatory board, reviewed Walden Farms’ advertising claims and recommended the company discontinue the “lose 34 pounds a year” claim, as Walden Farms failed to supply a reasonable basis for the weight-loss claim. NAD also recommended Walden Farms drop another tagline, “Eat Healthy ‘The Walden Way.'”

Walden Farms said it would consider NAD’s recommendations in future advertising. The “34 pounds a year” claim remains on the front page of Walden Farms’ website as of Thursday afternoon.

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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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