US advertising watchdog finds series of unsupported claims in Goli Nutrition Ashwagandha Gummies

27 May 2022 --- The US National Advertising Division (NAD) has recommended Goli Nutrition discontinue or modify several claims surrounding its Ashwagandha gummies and KSM-66 Ashwagandha. The recommendation follows questions surrounding the company’s methodology in its studies.

Part of BBB National Programs, the NAD identified Goli Nutrition had not provided reliable scientific evidence to support its claims surrounding the Ashwagandha Gummies' weight loss and weight management benefits. 

In its advertiser statement, Goli states it “agrees to comply with NAD’s recommendations” although noted that it “disagrees with certain aspects of the NAD’s decision.”

The claims, which appeared in social media advertising, targeted email advertising, and Goli’s Ashwagandha Gummies product website, were challenged by Church & Dwight Co., Inc., the manufacturer of competing gummy vitamins Vitafusion.

Methodological flaws

NAD noted that its recommendation does not prevent the advertiser from making a qualified claim that is more closely aligned with the limited nature of its supporting study.The NAD also expressed concern with “several methodological flaws” in the Goli Nutrition’s study on KSM-66 Ashwagandha that “undermined the reliability of the results.” 

“NAD also found the results of this study, and the advertiser’s vitamin D studies, to be a poor fit for the challenged weight loss and weight maintenance claims.”

To this end, the NAD recommends Goli discontinues the following claims:

• “KSM-66 Ashwagandha, plus vitamin D are clinically proven to help support weight management.”
• “KSM-66 Ashwagandha has been clinically proven to…Reduce and maintain healthy body weight.”
• “Research shows that by lowering cortisol levels, KSM-66 Ashwagandha can help reduce stress-related food cravings and weight gain.”

Sexual claims
According to NAD, Goli had unqualified claims on its ashwagandha items that were not actually tested for. The NAD recommended that Goli discontinue the following efficacy claims for the product:

• “Supports Sexual Health in Both Men and Women.” 
• “Did you know that many women experience sexual dysfunction with orgasm disorders and sexual difficulties? That’s why Goli Nutrition created Ashwagandha Gummies, made with KSM-66® Ashwagandha, the World’s Most Powerful Ashwagandha root extract!”

Although the advertiser’s studies bore many of the indicia of a well-conducted study, there were certain flaws that rendered the studies a poor fit for the challenged claims, NAD adds.

The advertiser also stated that it “intends to make further voluntary changes to its advertising which will provide greater clarity to consumers regarding the benefits of the ingredients in Goli’s ashwagandha gummies, consistent with the evidence-based science.”

Questionable performance claims
According to NAD, KSM-66 Ashwagandha had a number of claims such as clinically proven to help support physical endurance, strength and muscle size. Combined with vitamin D, the item was touted to improve physical performance. 

“After reviewing the studies, as well as the expert statements submitted by the advertiser and the challenger, NAD determined that the advertiser’s evidence did not support the establishment claim,” the body outlines. 

The company notes it “intends to make further voluntary changes to its advertising which will provide greater clarity to consumers regarding the benefits of the ingredients in Goli’s ashwagandha gummies, consistent with the evidence-based science.”

In April, NAD recommended Clif Bar & Company discontinue its advertising claim for its energy bars after it was challenged by a competing company for implying a comparative superiority message. 

By Andria Kades