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The National Advertising Division (NAD) of the Council of Better Business Bureaus has recommended California-based Irwin Naturals modify or cease performance claims it has been making for its "Green Tea Fat Burner" food supplement.
NAD requested substantiation for performance claims that appeared on product packaging, the advertiser's web site, and other web sites selling the product after it determined consumers could take away the message that Green Tea Fat Burner would 'burn fat' from the body of those using the product, a message without scientific backing in its view.
Claims included:
- "Green Tea Fat Burner"
- "The liquid soft-gel Green Tea Fat Burner is a powerful blend of natural herbal boosters and nutrients that, when used with a healthy diet plan, has a dual action effect on weight loss which helps you:
- Curb your appetite
- Kick-start & speed up your fat burning ability (thermogenesis)"
- "Burn Fat & Speed Metabolism"
- Contains Green Tea Extract, which "accelerates calorie burning through increased thermogenesis, particularly with fat calories."
Irwin Naturals told NAD it had modified many of its claims for present formulations and packaging, despite not agreeing with all of NAD's findings, and would request that all of its online vendors update their sites to reflect the modifications. NAD welcomed this initiative. "Irwin agrees to modify the packaging and advertising of the Product to respond constructively and effectively to the recommendations contained in the NAD decision," Irwin said.
NAD noted Irwin had provided a reasonable basis for claims indicating that Green Tea Fat Burner contains ingredients shown to have a positive effect on thermogenesis and fat oxidation and to help maintain body weight.
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