February 19, 2021 | less than a minute read

Health-Related Advertising Claims Catch Competitors' Eyes During COVID-19, Says BBB National Programs

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Taylor Fritsch

Associate

Get in touch

Taylor Fritsch

Associate

The advertising industry's voluntary self-regulatory programs operated by BBB National Programs report a 50 percent uptick in competitor challenges concerning health-related advertising claims in the past year.

BBB National Programs explains that there "were multiple challenges to products touting health and wellness benefits for traditional over-the-counter drugs, as well as natural alternatives that purported to offer similar relief or alternative wellness benefits."

Federal regulations include specific requirements governing product labeling and claims. Consult with an attorney early in the product development process to ensure that your marketing strategy and product labeling align with applicable regulatory requirements.

COVID-19 has forced consumers to focus on their health and well-being, so it is no surprise that health-related advertising has also been a focus of competitor challenges at BBB National Programs this past year. Indeed, there has been a nearly 50 percent increase in competitor challenges concerning health-related advertising claims. For example, there were multiple challenges to products touting health and wellness benefits for traditional over-the-counter drugs, as well as natural alternatives that purported to offer similar relief or alternative wellness benefits. Brands new to self-regulation participated in challenges, including makers of essential oils and natural cough remedies, both popular products in the burgeoning natural health and wellness marketplace.

bbbprograms.org/...