NARB Recommends Niagen ‘Modify or Discontinue’ NAD+ Supplement Claims

A panel of the National Advertising Review Board (NARB), the appellate advertising body of BBB National Programs, has recommended that Niagen Bioscience, Inc. discontinue or modify several health-benefit advertising claims for its Tru Niagen line of nicotinamide riboside (NR) dietary supplements.

The matter was in front of the NAD in March, as reported in Happi.

The underlying National Advertising Division (NAD) decision (Case 7487) was initiated by Reus Research LLC, a competitor in the dietary supplement industry. Niagen appealed NAD’s recommendation to modify or discontinue challenged express and implied claims for the Tru Niagen dietary supplement, including certain health-benefit, establishment, structure/function and clinically proven claims.

Regarding establishment claims, the panel agreed with NAD that the relied-upon clinical studies did not support the claim asserting that specified increases in NAD+ levels following use of Tru Niagen had been clinically proven for the general population.

For health-benefit claims, the panel noted that while Niagen argued these were “structure/function” claims permissible under the Dietary Supplement Health and Education Act (DSHEA), the required substantiation depends on the message conveyed to consumers, not the advertiser’s regulatory classification. The panel agreed with NAD and found that many of Niagen’s claims went beyond cell-level mechanistic effects to promise perceptible or functional health benefits that were not properly supported.

The NARB panel determined that NAD’s decision should be affirmed and recommended that Niagen discontinue its “clinically proven” establishment claims, as well as specific health-benefit claims, including those related to heart, brain and immune health.

The panel further recommended that Niagen discontinue anti-aging claims and consumer testimonials that communicate perceptible, real-world improvements, as well as muscle health and energy-related claims that promise functional recovery or vitality benefits.

Regarding modification, the panel noted that certain claims phrased in biological or cellular terms should not be used in a context that conveys a message of a perceptible or functional health benefit.

Niagen Response To NARB

According to Carlos Lopez, SVP, General Counsel at Niagen Bioscience: “While is a self-regulatory proceeding, and the NARB is not an official governmental regulatory body, Niagen Bioscience is deeply disappointed by the NARB panel’s decision, which we believe applies an overly restrictive standard that is inconsistent with long-standing dietary supplement law, scientific practice, and established advertising precedent.

“This matter relates to advertising claims and does not affect product availability or our ability to sell Tru Niagen.

“Importantly, this matter relates to advertising claim interpretation — not product safety, product quality or the underlying science demonstrating that Niagen increases NAD+ levels. More than ten human clinical studies have consistently demonstrated Niagen’s ability to significantly increase NAD+ levels, and our products remain backed by one of the most extensive clinical research portfolios in the NAD+ category.

“The decision departs from longstanding FDA, FTC, NAD and judicial precedent governing dietary supplement advertising. It misapplies the substantiation standard by incorrectly recategorizing qualified cellular and structure/function statements as broader implied claims, and by critiquing individual studies in isolation rather than evaluating the totality of the evidence through an appropriately scientific lens.

“Niagen is one of the most extensively researched dietary ingredients in the category, supported by over 45 peer-reviewed human clinical studies, 500+ published scientific studies, and 300+ research collaborations. We intend to continue to provide truthful, substantiated information and uphold the high scientific and quality standards behind Tru Niagen.

“While we respectfully disagree with aspects of the decision, we will comply with the recommendations and remain firmly committed to scientific rigor, regulatory compliance, transparency and continued investment in clinical research supporting healthy aging and NAD+ science.”

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