Presentation by Laura Brett, Vice President, National Adverting Division, BBB National Programs

Advertising Microbiome and Probiotics: legal standards and guidance

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Substantiating health-related advertising claims for microbiome and probiotics

Research on microbiomes and probiotics is generating a lot of interest among scientists and consumers. How can benefits be advertised and shared with consumers?
Adherence to regulatory guidelines is only half the battle. In this presentation Laura Brett gives guidance for substantiating health-related advertising claims and tips for sharing a product’s unique features to ensure that all messages, express and implied, are truthful and substantiated. She also explores consumer-relevant testing conditions and what that means in consumer directed advertising.