National Advertising Division Recommends Bayer Modify or Discontinue Certain One A Day Men's Pre-Conception Health Complete Multivitamin Claims

Core Viewpoint - The National Advertising Division (NAD) has recommended that Bayer HealthCare LLC modify or discontinue certain claims regarding its One A Day® Men's Pre-Conception Health Complete Multivitamin, following a challenge from competitor OLLY PBC [1][2]. Group 1: Claims and Findings - OLLY challenged Bayer's claims that its multivitamin supports healthy sperm and contains "powerful" antioxidants, including lycopene, as well as the term "complete multivitamin" [2]. - NAD found that claims suggesting the product improves men's chances of conception and provides nutritional support while trying to conceive were misleading and not supported by evidence [3][4]. - The ingredient testing did not substantiate the claims regarding improved sperm health and viability, leading NAD to recommend modifications [4][5]. Group 2: Specific Ingredients and Terminology - NAD reviewed Bayer's assertion that the product contains antioxidants like Vitamin C, Vitamin E, selenium, zinc, and lycopene, which were claimed to support healthy sperm. The evidence did not support these claims, prompting a recommendation for modification [5]. - Regarding the term "complete multivitamin," NAD concluded that there was insufficient evidence of consumer confusion to warrant a name change, allowing Bayer to retain the product name [6]. Group 3: Compliance and Industry Context - Bayer has stated it will comply with NAD's recommendations, indicating a willingness to adjust its marketing practices in line with regulatory guidance [6]. - The NAD operates as part of BBB National Programs, which focuses on promoting truthful advertising and fair competition in the marketplace [9].