NAD recommends Goli modify, discontinue claims connected to its Ashwagandha Gummies

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The National Advertising Division (NAD; New York) of BBB National Programs reviewed several health claims made by Goli Nutrition Inc.—manufacturer of Ashwagandha Gummies, which include KSM-66 Ashwagandha Root Extract—and recommended Goli modify its advertising to avoid conveying challenged implied product efficacy claims for its dietary supplement and modify or discontinue a qualified claims. The claims, appearing in social media advertisements, targeted email advertisements, and Goli’s website, were challenges by Church & Dwight Co. Inc., which manufactures a competing gummy vitamin brand called Vitafusion.

NAD recommended Goli discontinue claims regarding sexual function, weight loss and management, and physical performance after reviewing Goli’s evidence and determining that much of it was not sufficient to support its claims, largely due to what NAD viewed as methodological flaws.

While NAD recommended that Goli discontinue many of its claims, others could be modified to reflect the limited nature of the supporting research. For example, says NAD, a claim such as “Ashwagandha may help improve some symptoms of sexual function in women suffering from sexual dysfunction,” is more appropriate than “Ashwagandha…has been shown to…improve[] sexual function and arousal in healthy women.”

Similarly, NAD recommended that claims such as “Studies have also shown that KSM-66 Ashwagandha could improve muscle size and strength as well as supporting natural testosterone production,” should be modified to indicate that studies were preliminary, and therefore results were limited to certain populations.

Goli has agreed to comply with NAD’s recommendations despite disagreeing with aspects of its decisions. The full decision can be viewed here.