NARB recommends Benefiber discontinue ‘100% natural’ and ‘cravings’ claims

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A panel of the National Advertising Review Board (NARB; New York City, NY) recommended GlaxoSmithKline Consumer Healthcare, LLC (GSK; Philadelphia, PA) discontinue “100% natural” and “clinically proven to curb cravings” claims for Benefiber Original and Benefiber Healthy Shape (Benefiber), but it determined the company provided a reasonable basis for its “helps you feel fuller longer” claim. 

Because the only ingredient in Benefiber is wheat dextrin, the panel concluded if consumers knew how wheat dextrin is manufactured, it’s unlikely they would consider the product 100% natural. The panel noted, however, that this determination “should not be interpreted as prejudging a more limited or qualified use of ‘natural’ that might be supported by the evidence.”

The panel concluded GSK’s satiety claim was unsupported and should be withdrawn because each of the seven clinical studies relied on by GSK were subject to valid criticism as to whether they constituted a “good fit” for the claim. But the panel did determine its second satiety claim, “help you feel fuller longer,” is supported.

GSK stated that it will comply with NARB’s decision. GSK further stated that while it “respectfully disagrees with NARB’s determination that the ‘100% Natural’ claim is not substantiated . . . GSK appreciates the NARB’s recognition that GSK can make a more limited or qualified ‘natural’ claim that is supported by the evidence,” according to a press release.