Month: November 2026

New York, NY – November 9, 2026 – In a challenge brought by The Procter & Gamble Company, BBB National Programs’ National Advertising Division determined that Unilever United States, Inc. supported the challenged express and implied claims that Dove Deep Moisture Body Wash moisturizes skin for 24 hours, nourishes skin, and provides “Deep Moisture.”

P&G challenged claims that Dove Deep Moisture Body Wash provides moisturizing benefits for 24 hours after use, including “Nourishes Deeply for 24-Hours,” “24HR renewing MicroMoisture,” and “round-the-clock deep moisture.” P&G also challenged claims that the product nourishes the driest skin, as well as the product name “Deep Moisture.”

The 24-Hour Claims

Unilever supported its 24-hour moisturization claims with a short-term moisturization study (STM Study) designed to measure skin hydration over 24 hours following a single wash with Dove Deep Moisture Body Wash. NAD found that Unilever’s STM Study is an appropriate study to measure moisture on the skin. P&G submitted studies challenging the STM Study, but NAD concluded that P&G had not shown Unilever’s STM Study was flawed or that its own studies were more reliable. NAD therefore found Unilever’s evidence sufficient to support its claims that Dove Deep Moisture Body Wash moisturizes skin for 24 hours and provides continued moisture renewal and regeneration.

The “Round-the-Clock” Claim

P&G also challenged the “round-the-clock deep moisture” claim, arguing that it conveys significant moisturizing benefits for an extended period after in-shower use. NAD found that, because the claim appears above language stating that the product “restores moisture for 24 hours,” consumers could reasonably understand it to promise 24-hour moisturization. Having found the 24-hour claims supported, NAD determined that the round-the-clock claim was also supported.

The Nourishes Claim

P&G challenged the claim that Dove Deep Moisture Body Wash “NOURISHES THE DRIEST SKIN” and “actively regenerates skin’s natural moisture.” Unilever cited deposition studies showing that the body wash deposits fatty acids on and within the skin’s outer layer, helping restore lipids that support the skin barrier and moisture retention.

NAD found that consumers would understand “nourishes,” in the context of the surrounding claims about dry, soft, and hydrated skin, to mean that the product moisturizes. Because Unilever substantiated its moisturization claims, NAD found the “nourishes” claim supported.

The Product Name

P&G challenged the product name “Deep Moisture” falsely implies a moisturizing benefit, while Unilever maintained that the phrase could have multiple meanings and should not require a name change absent evidence of consumer confusion or deception.

NAD explained that a product name generally will not be required to change without extrinsic evidence of consumer confusion or deception, unless the name expressly conveys a false message. NAD determined that “Deep Moisture” expressly communicates that the product provides a moisturization benefit. As Unilever’s STM Study provided sufficient evidence that the product moisturizes skin, NAD found the product name supported.

In its advertiser statement, Unilever stated they are “pleased that NAD found all of the challenged claims that appear in advertising for Dove Deep Moisture Body Wash to be substantiated.”

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 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 creating fair competition for business.

New York, NY – November 6, 2026 – Following a compliance inquiry stemming from a prior decision, BBB National Programs’ National Advertising Division will refer Kendal Nutricare Limited to appropriate government and state agencies and advertising platforms for review and possible enforcement action after the company elected not to participate in the compliance inquiry.

The referral follows a challenge brought by Abbott Laboratories concerning Kendamil Infant Formula advertising. In the underlying case (Case #7562), the National Advertising Division (NAD) recommended that Kendal discontinue or modify certain claims regarding whole milk, breast milk, human milk oligosaccharides (HMOs), milk fat content, and the brand’s heritage. Kendal agreed to comply with NAD’s recommendations and voluntarily discontinued an additional claim regarding its use of whole milk.

Abbott contacted NAD with concerns about nearly all of the challenged claims addressed in the original case. Kendal informed NAD that it elected not to participate in the compliance inquiry.

Accordingly, pursuant to the NAD/NARB Procedures, NAD will refer the matter to appropriate government and state agencies and to the platforms on which Kendamil’s advertising appears and with which NAD has a reporting relationship.

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 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 creating fair competition for business.

New York, NY – November 4, 2026 – In a challenge brought by Eli Lilly and Company, BBB National Programs’ National Advertising Division recommended that Good Life Meds, LLC discontinue the challenged express health benefit and personalization claims for its compounded Tirzepatide+ products and modify its advertising to avoid conveying unsupported implied claims about product safety, efficacy, weight loss results, and personalization.

Good Life operates an online telehealth platform connecting consumers with healthcare professionals and pharmacies and markets prescription weight loss medications, including compounded tirzepatide products marketed as “Tirzepatide+.” Eli Lilly manufactures Mounjaro^® and Zepbound^®, the only tirzepatide-based medications approved by the U.S. Food and Drug Administration for Type 2 diabetes and chronic weight management, respectively.

Lilly challenged claims made by Good Life regarding the efficacy, safety, FDA status, and personalization of these compounded products.

Health Benefit Claims

The challenged health benefit claims related to the ability of compounded tirzepatide or Good Life’s Tirzepatide+ product to support healthy weight loss, provide natural energy boosts, and improve blood sugar control, all while preserving lean muscle mass.

NAD determined that the challenged claims, considered in the context of the advertising as a whole, reasonably convey the message that Good Life’s Tirzepatide+ as a finished compounded product (as opposed to any individual ingredient) supports weight loss, boosts energy, improves blood sugar control, and preserves lean muscle.

Although Good Life submitted substantial clinical literature on tirzepatide, separate literature on the additive ingredients, and real-world evidence including a Gallup survey and retrospective cohort studies, NAD found that this evidence was not a good fit for the claims. The tirzepatide literature largely concerned Lilly’s FDA-approved products, the record did not bridge the gap from the ingredient-level evidence to Tirzepatide+ as compounded, and the Gallup survey and cohort studies did not examine Tirzepatide+. The record contained no evidence evaluating the safety of combining tirzepatide with the additives, and the FDA’s decision to permit compounding during drug shortages did not substantiate the claims.

Accordingly, NAD determined that Good Life lacked a reasonable basis for the challenged express health benefit claims and recommended they be discontinued. NAD determined that the challenged implied claims are reasonably conveyed by the express health benefit claims and recommended that Good Life modify its advertising to avoid conveying the unsupported implied claims that Tirzepatide+ is safe and effective for these benefits and offers significant efficacy and weight loss results.

Personalization Claims

Lilly also challenged Good Life’s claims that Tirzepatide+ is a “personalized medication… tailored to meet individual patient needs” and “compounded for your unique needs.”

NAD determined that Good Life’s advertising conveyed a message of individualization that overstated what the underlying process involves. Although a prescribing physician may select among available formulations and dosage options and adjust a patient’s treatment plan over time, NAD determined that this does not mean the product itself is individually created or formulated for that patient.

Accordingly, NAD recommended that Good Life discontinue the challenged claims that Tirzepatide+ is “personalized,” “custom formulated,” “tailored to meet individual patient needs,” and “compounded for your unique needs.”

During the inquiry, Good Life voluntarily and permanently discontinued certain express and implied claims, including claims concerning the clinical results, benefits, ingredients, safety, and sourcing of its compounded tirzepatide products. NAD will treat the discontinued claims, for compliance purposes, as though NAD recommended the claims be discontinued.

In its advertiser statement, Good Life stated that though it “disagrees with many aspects of NAD’s decision,” it “will comply with 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 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 creating fair competition for business.