2025 was a year of wellness innovation. Parents were offered supplements to calm their kids, consumers reached for mushroom‑infused coffee promising sharper focus and even everyday products like bandages and toothpaste carried bold health claims.

Phyllis Marcus, Vice President of the National Advertising Division (NAD), breaks down the top health and wellness advertising cases of 2025 — the rulings that set the bar for supplements, oral care and everyday wellness products.

These decisions reveal the trends that defined the year and the standards that will shape the industry going forward.

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

Here’s a look at NAD’s top health & wellness cases of 2025:

Olly PBC — Kids Chillax Supplement

NAD, and later NARB, reviewed Olly’s “Kids Chillax” supplement after competitor challenges raised concerns about mood‑related benefits marketed to children. The claims suggested calming or relaxation effects, but NAD found the substantiation insufficient, relying on limited studies not designed to support such broad outcomes. This case underscored the heightened risk of health claims aimed at children, where parental trust and child safety are paramount.

Takeaway: Children’s health claims are high risk. Supplements and foods marketed to parents must be backed by rigorous testing.

ASO LLC — Hydrocolloid Bandages

NAD reviewed ASO’s claims that its hydrocolloid bandages healed wounds “2x faster.” The evidence provided did not substantiate the accelerated healing claim. When ASO failed to comply with NAD’s recommendations, the case was referred to the FTC and FDA. This case highlighted how non‑compliance can escalate quickly from self‑regulation to federal enforcement.

Takeaway: Referral is real. Non‑compliance can escalate to the FTC or FDA.

Dr. Squatch — No Harmful Ingredients

NAD reviewed Dr. Squatch’s “No Harmful Ingredients” claims after competitor challenges. NAD found the core “free‑from” claim supported but recommended modifications to comparative claims and imagery that implied superiority over competitors. This case illustrated how “clean” or “free‑from” messaging must be carefully aligned with all other advertising to avoid misleading consumers.

Takeaway: “Free‑from” claims can be supported but must be consistent with all other comparative messaging.

GuruNanda — Pulling Oil Teeth Whitening Claims

NARB reviewed GuruNanda’s claims that its pulling oil whitens teeth. The board recommended discontinuation, finding the evidence insufficient to support whitening benefits. This case highlighted how traditional remedies marketed with modern claims must meet modern scientific standards.

Takeaway: Oral care claims must be backed by clinical evidence, not anecdotal tradition.

Simpler Hair Color — #1 Claims

NAD reviewed Simpler Hair Color’s advertising that positioned the brand as “#1.” NAD recommended discontinuation, noting the claim lacked substantiation and could mislead consumers about market leadership. This case underscored how ranking claims resonate strongly with consumers but require objective market data.

Takeaway: “#1” claims require objective market data, not marketing spin.

Oral Essentials — Lumineux Mouthwash “Microbiome Safe” Claim

NAD reviewed Oral Essentials’ Lumineux mouthwash claims that it was “microbiome safe.” NAD recommended discontinuation, finding the evidence insufficient to support such a broad scientific assertion. This case highlighted how microbiome‑related claims are cutting‑edge but require equally cutting‑edge substantiation.

Takeaway: Microbiome claims are cutting‑edge but require cutting‑edge substantiation.

Church & Dwight — TheraBreath Mouthwash

NAD reviewed TheraBreath mouthwash claims and recommended modification to disclose material connections in influencer content. This case reinforced the importance of transparency in influencer‑driven advertising.

Takeaway: Disclosure is non‑negotiable in influencer advertising.

OLLY — Lovin’ Libido Supplement

NAD reviewed OLLY’s Lovin’ Libido supplement claims. Certain claims were supported, but NAD recommended discontinuation of sensation‑related claims that overstated consumer experience. This case showed how sexual wellness products must balance consumer appeal with scientific substantiation.

Takeaway: Sexual wellness claims must be carefully tailored to evidence.

Crest — Deep Stain Remover Toothpaste

NAD reviewed Crest’s Deep Stain Remover toothpaste claims. Most were supported, but NAD recommended discontinuation or modification of one claim that overstated whitening results. This case highlighted how even supported claims must avoid exaggeration.

Takeaway: Even supported claims must avoid overstatement.