New York, NY – March 2, 2026 – In a challenge brought by competitor Bayer HealthCare LLC, BBB National Programs’ National Advertising Division recommended that OLLY PBC modify claims that its Kids Chillax dietary supplement supports a calm and relaxed mood “for ages 7+” to avoid conveying the message that Chillax reduces children’s activity levels.
After a decision by the National Advertising Division (NAD) (#7350) and appeal to the National Advertising Review Board (#7350-337), this matter was reopened after NAD agreed to consider new evidence submitted by OLLY.
In the original case, NAD concluded that Olly’s study was not a good fit for the challenged express claims that Kids Chillax can calm kids and make them stay engaged because, among other reasons, NAD found that the assessments used to assess anxiety levels in the study were not reliable for the youngest participants in the study.
In this reopened proceeding, OLLY submitted new evidence after modifying its advertising, including removing imagery of pandas, changing the age recommendation from 4+ to 7+, removing the language “peaceful pals” and “gently calm little minds while helping kiddos stay engaged,” and removing the claim “L-Theanine. Captain calm. This amino acid supports a relaxed state of mind.”
In support of its modified claims targeting children ages seven and older, OLLY submitted a post-hoc analysis of the Chillax Study limited to the subgroup of children ages seven and fifteen.
The Chillax Study was comprised of three scales that that measured the emotional state of the subjects. NAD found that the post-hoc subgroup analysis was unreliable as to two of the scales because their results were not consistent with the results of the larger study from the initial NAD case. Measures that were statistically significant in the full study were not statistically significant in the subgroup, and measures that were not statistically significant in the full study became statistically significant in the subgroup.
NAD further found that one of the scales used in the Chillax Study consistently showed statistical significance. However, this scale assessed anxiety rather than activity levels and therefore could not support the implied message that Kids Chillax reduces children’s activity levels.
Accordingly, NAD recommended that OLLY modify its Kids Chillax advertising to avoid conveying the unsupported message that Chillax reduces activity levels. In particular, NAD recommended that the following claims be modified to clearly and conspicuously disclose that “calm and relaxed” does not refer to a reduction in activity levels:
In its advertiser statement, OLLY stated it “will comply with the recommendation that references to “calm and relaxed” avoid implying a reduction in activity levels.”
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.
Name: Jennie Rosenberg
Email: press@bbbnp.org
Job Title: Media Relations
