Following National Advertising Division Challenge, Ginger Health Voluntarily Modifies or Discontinues Certain Wonderbelly Antacids Claims

Mar 14, 2024 9:00 AM ET

New York, NY – March 14, 2024 – Following a BBB National Programs’ National Advertising Division challenge brought by Haleon, plc, Ginger Health Company (Wonderbelly) voluntarily modified certain claims for its Wonderbelly Antacids, including:

  • Modification of its influencer practices to add #ad #WonderbellyPartner to the beginning of each influencer post;
  • Requiring its influencers to include a verbal notice of their partnership with Wonderbelly in any video influencer material; and
  • Modification of its advertising (particularly in connection with the retelling of its origin story) to avoid conveying the message that either TUMS or talc causes cancer or are otherwise harmful.


Wonderbelly also informed the National Advertising Division (NAD) that it voluntarily agreed to discontinue certain other challenged claims and, therefore, NAD did not review these claims on their merits. NAD will treat the modified and discontinued claims, for compliance purposes, as though NAD recommended they be modified or discontinued.

Further, Haleon challenged a social media post by Demi Moore in which she stated that her promotion of Wonderbelly was “not an ad” and failed to disclose that she is an investor in the brand. In addition to other modifications Wonderbelly is making, NAD recommended that Wonderbelly discontinue the “not an ad” language.

NAD also recommended that when reposting influencer content, Wonderbelly clearly and conspicuously disclose that the influencers have a material connection to Wonderbelly.

NAD determined that the following Wonderbelly claims did not convey a misleading message:

  • “Free from talc, dyes, artificial sweeteners, parabens and genetically modified ingredients”; and
  • “Wonderbelly is committed to happy bellies,” is “belly quelling,” ensures “no more bad belly,” and pictures of a stomach.


NAD also concluded that the challenged advertising does not convey the implied messages that Wonderbelly Antacids provide relief to the stomach (except in connection with heartburn relief, as indicated on its label) and that Wonderbelly Antacids treat most, if not all, common stomach issues.

In its advertiser statement, Wonderbelly stated that it “will abide by the recommendations made by NAD” and “appreciates NAD’s guidance in supplying complete and effective disclosure to customers.”

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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 a dozen 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 a fairer playing field 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

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 leveling the playing field for business.

Jennie Rosenberg
Media Relations
BBB National Programs