Walden Farms Calorie Free Whipped Peanut Spreads
October 31st, 2013
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.
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.