NAD allows P&G's "doctor recommended" claims

Procter & Gamble ads for Align probiotic supplement meet the National Advertising Division's high standards for making "doctor recommended" claims, the Council of Better Business Bureaus division says in a Sept. 14 release. NAD says it "closely scrutinizes these types of claims and requires highly reliable supporting evidence as substantiation" because doctor recommended claims "carry a great deal of weight with consumers." NAD found an independent survey by Wolters Kluwer adequately supports the claim "Align is the #1 gastroenterologist-recommended probiotic supplement that helps you build and maintain a stronger, healthier digestive system." The watchdog group notes P&G does not and should not say doctors recommend the product for specific symptoms. NAD also questioned claims that Align is "clinically proven" to protect against five signs of digestive imbalance. P&G volunteered to discontinue the claims - a move NAD says is "necessary and proper.