NEW YORK— The National Advertising Division (NAD) of the Council of Better Business Bureaus recommended Traditional Flower Remedies discontinue certain performance claims in advertising for its Calming Essence Cream. According to NAD, certain claims relating to the product’s ability to restore moral and emotional balance and address stress and anxiety are not supported by evidence conducted using the company’s product. Traditional Flower Remedies, a Winona Lake, Ind.-based marketing company, stated the product uses a flower essence formula developed by Dr. Edward Bach, and submitted a clinical study testing Nelson-Bach’s Rescue Remedy.
NAD found no evidence that the Nelson-Bach and Calming Essence Cream products are sufficiently similar so as to allow for the extrapolation and application of the test results. Although NAD stated the body of evidence upon which the advertiser relied might, when considered collectively, provide a reasonable basis for properly qualified claims about the composition of the ingredients in the advertised product and its intended function, it was insufficient to support the specific performance claims made for the product.
In a response statement, Traditional Flower Remedies said while it disagrees with NAD’s findings, “We will not protest vehemently against them. Instead, we will attempt to revise our ads so that we can continue to assist consumers with their needs while remaining within the NAD’s recommendations.”
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