BBB National Programs’ National Advertising Division challenged express and implied advertising claims made by Proximity Capital Partners, LLC d/b/a Asutra concerning the efficacy of its Magnesium Body Butter with Capsaicin.

The challenged health-related claims, including claims that Asutra’s Magnesium Body Butter with Capsaicin provides relief from chronic pain, aids recovery and promotes comfort and better sleep, as well as the implied claim that it eliminates chronic pain in a short period of time, appeared on Asutra’s website.

During the inquiry, Asutra informed NAD that it had permanently discontinued the challenged claims for business reasons unrelated to the challenge. Therefore, NAD did not review the claims on their merits and will treat the discontinued claims, for compliance purposes, as though NAD recommended they be discontinued and Asutra agreed to comply.

In its advertiser statement, Asutra stated it “supports industry-self regulation and appreciates NAD’s important role in the process.”

All BBB National Programs case decision summaries can be found in the case decision library.