New York, NY – March 12, 2025 – As part of its marketplace monitoring efforts, BBB National Programs’ National Advertising Division recommended that Breethe discontinue or modify the express claim “3 signs you have anxiety” in connection with its Breethe meditation and wellness app.
The National Advertising Division (NAD) determined that references to the signs of anxiety in the context of advertising for Breethe’s app and its ability to “calm” or “quiet your mind” reasonably conveys the implied message that the Breethe app can treat anxiety or is a substitute for anti-anxiety medication and aids.
In support of the anxiety reduction claims, Breethe relied on the results of surveys of Breethe app subscribers conducted via Survey Monkey in October 2021. However, NAD concluded that the survey evidence in the record is anecdotal and does not constitute competent and reliable scientific evidence to support the health-related implied claim.
Therefore, NAD recommended that Breethe discontinue or modify the express claim “3 signs you have anxiety” to avoid conveying the unsupported implied message that the Breethe app can treat anxiety or is a substitute for anti-anxiety medication and aids.
During the proceeding, Breethe voluntarily agreed to permanently discontinue certain quantified performance claims related to the anxiety reduction abilities of the Breethe app. Therefore, NAD did not review these claims on their merits and will treat the claims, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, Breethe stated that it agrees to comply with NAD’s recommendation.
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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 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 leveling the playing field for business.
Name: Jennie Rosenberg
Email: jrosenberg@bbbnp.org
Job Title: Media Relations
