Month: May 2025

New York, NY – May 8, 2025 – As part of its routine marketplace monitoring, BBB National Programs’ National Advertising Division found certain claims for Amazentis SA’s Mitopure Cellular Nutrition supported but recommended other cellular performance and muscle function claims be modified or discontinued.

Mitopure Cellular Nutrition is a dietary supplement developed to counteract age-related decline in muscle and cellular health. In support of its claims, Amazentis submitted numerous studies on the impact of aging on muscle function as well as of exercise on muscle function in older populations.

The National Advertising Division (NAD) examined whether the studies demonstrate that Mitopure, when taken as directed, provides the claimed benefits.

Cellular Performance Claims

NAD found that the submitted studies are sufficiently reliable and provide a reasonable basis for the “Clinically proven to revitalize mitochondria” portion of the longer claim “Clinically proven to revitalize mitochondria & boost muscle function.”

However, regarding the claim, “Mitopure® is the first nutrient clinically-proven to trigger a crucial recycling process within our cells called mitophagy, preventing age-related cellular decline,” NAD noted that the evidence submitted was not a good fit for the challenged claims for several reasons and recommended that this claim be modified to remove the reference to “first.”

Muscle Function Claims

In support of the muscle function claims (“boost muscle function,” “Muscle strength increases by up to 12% in 16 weeks”), Amazentis relied on studies which, NAD found were not a good fit for the challenged claims.

NAD recommended that the claims “boost muscle function” and “Muscle strength increases by up to 12% in 16 weeks” be modified to reflect the results of the study, i.e., hamstring muscle in obese, sedentary middle-aged adults, and that the context of the advertising in which it appears should avoid conveying that the results reflect what slim or athletically-built adults can achieve.

NAD also found that the submitted studies did not support the claim “Muscle endurance increases by up to 15% after 8 weeks because the dose was twice the recommended dose” and recommended it be discontinued.

During the inquiry, Amazentis agreed to modify the challenged claim “Muscle strength increases by up to 21% in 16 weeks” to reflect the results of a submitted study. The voluntarily discontinued claim will be treated, for compliance purposes, as though NAD recommended it be discontinued.

In its advertiser statement, Amazentis stated that while it disagrees with elements of the NAD’s analysis, it “agrees to comply with the NAD’s recommendations.”

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than 20 globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create fair competition for businesses and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.

About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and promoting fair competition for business.  

Recognition underscores LexisNexis’ commitment to delivering trusted, AI-powered business intelligence solutions.

New York, NY — May 6, 2025 — LexisNexis^® Legal & Professional, a leading global provider of AI^™ powered analytics and decision tools, is proud to announce that its Nexis+ AI^™ platform has been awarded Best Innovation in Generative AI at the 2025 AI TechAwards, powered by DevNetwork.

“Developer tools and technology are leading the way for software developers and engineers to build the global technology ecosystem. This win for LexisNexis showcases their leading role in the growth and innovation across the software industry,” said Jonathan Pasky, Executive Producer of DevNetwork, Producer of AI DevSummit and the 2025 AI TechAwards.

This prestigious accolade further underscores the transformative impact Nexis+ AI has oncorporate research and decision-making processes. Launched in July 2024, Nexis+ AI integrates advanced generative AI capabilities with a range of licensed news publications and corporate data sources. The platform empowers professionals to:

• Conduct rapid, conversational searches across trusted content.
• Summarize complex documents and extract key insights.
• Generate first-draft reports with cited sources.
• Analyze vast datasets to inform strategic decisions.

“We approached Nexis+ AI with the goal of delivering generative AI innovation that meets enterprise-grade standards for relevancy, security, and transparency, while protecting our publisher’s IP rights” said Snehit Cherian, Chief Technology Officer, Nexis Solutions. “This recognition reinforces that we’re delivering real value, and it motivates us to keep advancing what’s possible with AI.”

“Nexis+ AI was designed to meet the real-world needs of professionals who make high-stakes decisions every day,” said Dani McCormick, VP of Product at Nexis Solutions. “This award is a reflection of our team’s deep commitment to building AI tools that are intuitive, trusted, and integrated into the core of our users’ workflow.”

The 2025 AI TechAwards celebrate technical innovation, adoption and reception in the AI & Machine Learning industry and by the developer community. Award winners were selected across 20 categories from hundreds of nominees by the independent, expert-led DevNetwork Advisory Board, based on criteria such as technical innovation, industry recognition, and adoption by the developer,
engineering, and IT communities.

For more information about Nexis+ AI, visit www.lexisnexis.com/nexisai

About LexisNexis Legal & Professional

LexisNexis Legal & Professional provides legal, regulatory, and business information and analytics that help customers increase productivity, improve decision-making, and advance the rule of law around the world. As a digital pioneer, the company was the first to bring legal and business information online with its Lexis^® and Nexis^® services. LexisNexis Legal & Professional, which serves customers in more than 150 countries with 11,800 employees worldwide, is part of RELX, a global provider of information-based analytics and decision tools for professional and business customers.

Media Contact:

Leela Bozonelis
Global Product Marketing Director
Nexis Solutions, a Division of LexisNexis
leela.bozonelis@lexisnexis.com

Jennifer Johnston
Plat4orm PR
jennifer@plat4orm.com

New York, NY – May 5, 2025 – In a challenge brought by competitor Gruma Corporation, BBB National Programs’ National Advertising Division recommended Olé Mexican Foods, Inc. discontinue challenged sodium content claims for its La Banderita brand Flour Tortilla Products.

Olé and Gruma manufacture and sell competing varieties of tortillas. At issue for the National Advertising Division (NAD) was whether Olé’s advertising understated the sodium content for its La Banderita brand Flour Tortilla Products.

As Olé did not provide any substantiation for the sodium content claims, NAD determined that the claims were not supported. Accordingly, NAD recommended that Olé discontinue any re-posting or restating of the unsupported sodium content claim and the sodium daily value declared in its advertising, including on its website, on Olé’s La Banderita store page on Amazon.com, and on any other third-party retailer websites.

During the inquiry, Olé agreed to permanently discontinue the claim “Sin Conservadores” and “Without Preservatives” on all La Casera Corn Products. NAD did not review the discontinued claim and will treat it, for compliance purposes, as though NAD recommended it be discontinued.

In its advertiser statement, Olé said it “respects the self-regulatory process and will comply with NAD’s recommendation.”

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for advertising or promotional purposes.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than 20 globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, promote fair competition for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.

About the National Advertising Division: The National Advertising Division of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. The National Advertising Division reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and promoting fair competition for business.

New York, NY – May 1, 2025 – Following a challenge brought by The Procter & Gamble Company (P&G), BBB National Programs’ National Advertising Division found that Essor Group, Inc. provided a reasonable basis for claims that its Boka toothpastes are made with Nano-hydroxyapatite (nHA). However, the National Advertising Division (NAD) recommended that Essor discontinue claims that Boka toothpaste remineralizes and whitens teeth, as well as prebiotic claims related to Boka mouthwash. 

Essor markets and sells oral care products, including toothpaste, mouth rinses, and whitening kits, which contain nHA – instead of fluoride – as the primary ingredient. P&G sells oral care products containing fluoride under the Crest brand.

Remineralization Claims

NAD reviewed the evidence submitted by Essor in support of its remineralization claims.

Because none of the evidence tested Boka toothpaste and there was no appropriate surrogate, NAD concluded that Essor did not provide a reasonable basis to support a product claim that the Boka toothpaste remineralizes or fortifies teeth or enamel. Additionally, NAD concluded that there was insufficient evidence submitted to support the claim that the ingredient nHA remineralizes teeth.

NAD therefore recommended that the claims be discontinued, including variations such as “remineralizes enamel” and “helps fortify the surface of teeth.”

Whitening Claims

While the claim that Boka toothpaste whitens teeth was not specifically challenged, NAD examined the claim upon request. Essor did not submit any studies that tested its product but argued that its whitening claim is supported by the brushing action of the toothbrush used to apply the toothpaste; the abrasives and exfoliants (silica and sodium bicarbonate) in the toothpaste; and the presence of nHA, which whitens teeth by depositing hydroxyapatite crystals on the enamel surface.

After reviewing the evidence, NAD concluded that Essor had not provided a reasonable basis for the claim that its toothpastes whiten teeth and recommended that the claims be discontinued.

Prebiotic Claim

Essor claimed its “Boka mouthwash has prebiotics to help maintain a healthy microbiome so you can have fresher breath,” explaining that it contains a prebiotic called preBIULIN.

Essor submitted one in vitro and three in vivo studies of preBIULIN in support of this claim, none of which tested the Boka mouthwash itself. NAD determined that these studies could not support the challenged claim for several reasons and, therefore, recommended that the claim be discontinued.

During the proceeding Essor voluntarily agreed to permanently discontinue several claims for its Boka oral care products. Therefore, NAD did not review these claims on their merits and will treat them, for compliance purposes, as though NAD recommended they be discontinued.

In its advertiser statement, Essor stated that it will appeal NAD’s decision regarding the remineralization and whitening claims on Boka toothpaste in addition to the “prebiotics” claim on Boka mouthwash because it “respectfully disagrees with NAD’s recommendations and reasoning.”

Appeals of NAD decisions are made to BBB National Programs’ National Advertising Review Board (NARB), the appellate-level truth-in-advertising body of BBB National Programs.

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. This press release shall not be used for advertising or promotional purposes.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than 20 globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create fair competition businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. To learn more, visit bbbprograms.org.

About the National Advertising Division: The National Advertising Division of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. The National Advertising Division reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and fair competition for business.