In a challenge filed by Bayer Healthcare LLC, BBB National Programs’ National Advertising Division (NAD) determined Olly PBC provided a reasonable basis for claims made for its Lovin’ Libido dietary supplement related to desire, drive, arousal, satisfaction and lubrication.
However, NAD recommended Olly discontinue its claims related to sensation. Bayer challenged claims from Olly that touted the sexual benefits of ashwagandha, one of the ingredients in the Lovin’ Libido product.
NAD reviewed Olly’s advertising to determine whether it conveyed the message that the Lovin’ Libido product, rather than the individual ingredient of ashwagandha, provided the claimed benefits. The product is marked towards women who are uninterested in and unsatisfied with sex.
According to NAD, of the eight express claims, five specifically mentioned ashwagandha, but appear in contexts that make it clear that ashwagandha is the source of the claimed benefits. NAD determined reasonable consumers would interpret the claims as attributing the product benefits to ashwagandha.
Olly provided seven randomized clinical trials (RCTs) studying the sexual health benefits of ashwagandha root extract. According to NAD, one study did not adequately support the claim sexual health benefits due to its focus on perimenopausal women and could not qualify as “competent and reliable support.” However, one of the RCTs specifically addressed the claimed benefit of “sensation.”
In its advertiser statement, Olly stated it will comply with NAD’s recommendations.
For more information, visit www.bbbprograms.org or www.olly.com.
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