Multivitamin marketer agrees to cease ADHD treatment claims The manufacturer of a multivitamin has withdrawn a number of claims relating to the purported benefits its product has for hyperactive children as part of a National Advertising Division case.
The case was brought against the firm First Day Life Inc. and related to claims on its Daily Enrichment Multivitamin.
Offending claims
Among the claims were:
Millions of kids in the US are hyperactive. They’re distracted & impulsive. But there’s a secret cause that has just been discovered: Nutritional Deficiencies. Even when we think our kids are eating well, they might not be getting critical vitamins. In fact, 93% of kids aren’t eating enough fruits and veggies every day. That creates chemical imbalances that affect their behavior. That’s where First Day Kids Enrichment comes in to improve their behavioral development”;