NAD releases case decision regarding Amyris Clean Inc. brand Biossance’s advertising claims

NAD releases case decision regarding Amyris brand Biossance s advertising claims

The National Advertising Division (NAD) of the BBB National Programs has determined that Amyris Clean Beauty Inc. brand Biossance has a reasonable basis for some of the company’s claims regarding hero ingredient squalane but has recommended that other of the brand’s claims be modified or discontinued in a case decision published​ early this month. The case was opened through the NAD’s routine monitoring program.

About NAD’s routine monitoring program

“As part of its public interest mission to ensure consumers receive truthful and accurate advertising messages, NAD initiates approximately 20-25% of its cases each year based on its own monitoring of advertising in a wide variety of product categories,” according to the organization’s website.

The NAD’s goal in monitoring cases “is to expand the universe of advertising claims that are reviewed for truth and transparency and provide guidance for future advertising,” the organization stated.

When determining if a monitoring case should be initiated, the NAD examines if the advertising at issue meets at least one aspect of a specific set of criteria.

This criterion includes whether or not the advertising “targets a vulnerable population (elderly, children, special needs, etc.); capitalizes on consumer fears or misunderstanding; fills a gap in regulatory efforts of the FTC and state AGs; addresses novel or emerging issue of interest for the advertising industry; concerns claims that consumers cannot evaluate for themselves; or achieves diversity among industries that historically participate in self-regulation,” according to the NAD.

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