NourishMax Voluntarily Discontinues Certain Claims for Diamond Infused Eye Cream

Following a challenge brought by BBB National Programs’ National Advertising Division (NAD) as part of its routine monitoring program, NourishMax discontinued certain advertising claims used to promote its NourishMax Diamond Infused Eye Cream.

 

NAD challenged the claims that the eye cream features “a comprehensive list of hard-hitting ingredients that target every eye concern, from dark circles, fine lines, wrinkles, and puffiness to telltale signs of aging like crow’s feet.”

 

NAD also challenged the implied claim that the skincare brand’s reviews webpage featuring these claims reflects independent, honest opinions of the reviewers.

 

NourishMax informed NAD that it permanently discontinued the challenged claims and that the skincare brands reviews webpage would be taken down. Therefore, NAD did not review the claims on their merits and will treat the claims, for compliance purposes, as though NAD recommended they be discontinued, officials said.

 

NAD reportedly appreciated NourishMax’s action given concerns about review websites that appear to be independent but are, in fact, controlled by advertisers and thereby constitute advertising.

 

NourishMax declined to provide an advertiser’s statement given the case disposition.