The advertising watchdog – part of the US Advertising Self-Regulatory Council – says that the claim is unfounded and that it has been telling 5-Hour Energy to drop the ‘no crash’ claim ever since a clinical trial run by the company five years ago showed that the product resulted in a ‘moderately severe crash’ in close to 25% of users.
An executive of the advertising watchdog added that it planned to start a review that could lead to action against the company by the Federal Trade Commission. “We recommended that the ‘no crash’ claim be discontinued because their own evidence showed there was a crash from the product,” said Andrea C Levine, director the National Advertising Division.
Elaine Lutz, a spokeswoman for Living Essentials, told the New York Times that a clarification included on packaging stating that ‘no crash means no sugar crash’ had been added to address the concerns of the National Advertising Division.
Source: New York Times/Huffington Post
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