More Labs tempers hangover supplement claim following CRN challenge

28 Jul 2021 --- More Labs’ Morning Recovery dietary supplement has toned down its hangover recovery claims, following a challenge by the Council for Responsible Nutrition (CRN).

The claim “scientifically formulated to help you bounce back after drinking” has been modified to “users of Morning Recovery showed up to 80 percent improvement on specific hangover symptoms after drinking.”

More Labs has also permanently discontinued the hashtags “#liverhealth” and “#liverdetox” on its social media. Additionally, it has stopped using certain taglines, including “Shut up liver, you’re fine. Let Morning Recovery do the hard work for you.”

CRN, a trade association representing the supplement industry, flagged the questionable claims with the BBB National Programs' National Advertising Division (NAD). NAD opens cases of misleading advertising claims through a challenge. Its self-regulatory programs were established by the advertising industry to boost consumer trust.

NAD witnessed a 75 percent case increase in dietary supplement cases in 2020, many of which related to COVID-19.Claims kept in check
It’s not surprising to see a challenge to hangover symptom claims on a new supplement, Laura Brett, vice president NAD at BBB National Programs, tells NutritionInsight.

“We see many challenges to claims that supplements treat diseases or chronic health conditions. Claims that a supplement relieves pain or increases mental focus also have attracted challenges from watchdogs and competitors,” she says.

Notably, NAD witnessed a 75 percent case increase in dietary supplement cases in 2020, many of which were regarding claims connected to COVID-19.

Morning Recovery is a supplement beverage shot containing dihydromyricetin (DHM) from Hovenia dulcis, prickly pear extract, vitamin B complex, milk thistle, taurine and electrolytes.

DHM also features in US-based Nilo Brands’ Hangover Recovery drink, which promises “to get you from zero to hero” after a night of drinking.

Establishing “scientifically formulated”
NAD reviewed the double-blinded, randomized, placebo-controlled human study conducted in 2019 to determine its methodological validity. The organization could not conclude that the study was unreliable.

Ultimately, NAD supported the claim “scientifically formulated to help you bounce back after drinking.” However, it recommended that More Labs adjust the wording to more clearly reflect the study results.

NAD noted that although all six hangover symptoms showed statistically significant results, only four of six achieved 76-81 percent improvements. Overall hangover severity and anxiety fell under the 76 improvement threshold.

More Labs agreed to remove testimonials that imply the product could relieve all hangover symptoms on its social media.Therefore, NAD recommended that the claim be modified to include the specific symptoms that achieved a near 80 percent improvement – headache, heart pounding, concentration problems and clumsiness – in the main claim (or in a clear and conspicuous disclosure that appears in close proximity to the main claim).

Another option would be to discontinue the percentage claim and refer to all of the symptoms for which there were statistically significant improvements – overall hangover severity, headache, heart pounding, concentration problems, clumsiness and anxiety.

Nipped in the bud
During the proceeding, the advertiser permanently discontinued claims and testimonials regarding the efficacy of certain ingredients and their impact on the liver, as well the health benefits of the Morning Recovery product itself.

The advertiser stated that it would ensure that future testimonials do not reasonably imply the Morning Recovery will fully eliminate all hangover symptoms.

One testimonial presented in the case includes: “Unbelievable! This totally works even after a huge amount of alcohol. Thank you guys for this awesome magical product.”

More Labs also discontinued social media posts and advertisements that depict more than five standard drinks. The company agreed to add the following statement to its advertisements and product packaging: “This product will not prevent intoxication nor enhance sobriety. Please celebrate and recover responsibly.”

Subduing hangovers
Last year, Alcovit, a natural hangover remedy developed in Germany was developed for the US market. The powder containing vitamins B1, B2, B3, B5, B6, B12, C, D3, E, biotin, pyridoxine hydrochloride, folic acid, kudzu extract, chlorophyll and mineral silicate is certified in the EU as a “medical device.”

In 2019, US-based genetic engineering company zBiotics produced the first hangover-alleviating probiotic. The strain known as B. subtilis ZB183 was modified to break down acetaldehyde, a function performed by the liver. The “proudly GMO” company asserts that consumers can now “drink like there’s tomorrow.”

By Missy Green

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