Skip to main content
NUTRITION 2025 Main banner

Nutrition Translation (Poster Session)

(P10-001-25) A Five-Year Review of BBB NAD Case Reports on Food and Beverage Ingredient, Content, and Nutrition Claims

Saturday, May 31, 2025
11:45 AM - 12:45 PM ET
Location: Poster Board A-93

    Presenting Author(s)

  • Dylan Bailey, MS, RD, FAND

    Senior Nutrition Specialist
    Well Done Nutrition, LLC
    Hopatcong, New Jersey, United States

    • Co-Author(s)

  • SK

    Seth S. Klobodu, PhD

    Assistant Professor
    California State University, Chico
    chico, California, United States

Disclosure(s):
Dylan Bailey, MS, RD, FAND: No relevant financial relationship(s) with ineligible companies to disclose.


Objectives: Since 2019, there has been an increase in competitor and consumer challenge of food and beverage advertising practices. This study analyzed ingredient, content and nutrition case outcomes reviewed by the Better Business Bureau (BBB) National Advertising Division (NAD) from 2019 to 2024 to understand recent trends and regulatory implications in food and beverage advertising claims.

Methods: Relevant data were extracted from food and beverage case reports published in 2019 to 2024 in the BBB NAD Online Archive, filtering by issue/claim type - ingredient/content/nutrition and case category - food/beverage. Case reports were analyzed quantitatively for trends and qualitatively for emerging themes.

Results: 17 NAD cases were analyzed. Claims related to dietary benefits or health outcomes faced frequent challenges in high-growth categories like protein products [bars, powders, shakes] (18%, n=3) and yogurts (12%, n=2). The most challenged nutrient was protein (16%, n=4), while brain health (14%, n=3) was the most challenged health claim domain. Approximately 35% (n=6) of cases resulted in advertising that was modified/discontinued, reflecting stricter regulatory scrutiny over time. Qualitative analysis revealed several recurring themes in advertising disputes, with a significant focus on the accuracy of health-related claims from ingredients or nutrients used in functional foods. Misleading origin representations, serving size inconsistencies, product/ingredient positioning/naming and natural or eco-friendly advertising claims also emerged as frequent areas of challenge. 

Conclusions: Successful BBB NAD challenges show a convergence of consumer-driven demand for products with trending, sustainable, and clean-label ingredients and increasing regulatory and competitor scrutiny. Functional foods in the brain health space, plant-based products and claims around protein are often at the forefront of challenges, reflecting their dynamic and competitive market landscape.

Funding Sources: None