Supplement industry trade association the Council for Responsible Nutrition (CRN) has urged the Food and Drug Administration (FDA) and the Federal Trade Commission (FTC) to take action against "outrageous marketing claims" for the dietary supplement product, coral calcium.
Coral calcium is derived from the fossilized shells of sea creatures, or dead coral, and is found both above ground and in the ocean in the vicinity of Okinawa, Japan. It consists primarily of calcium carbonate along with magnesium and numerous trace minerals, such as selenium and chromium.
CRN said it sent a five-page letter to the regulatory agencies requesting enforcement action be taken against the "miracle cure" marketing claims being made for coral calcium by Robert Barefoot and other companies marketing coral calcium products using unsubstantiated claims.
The letter was reportedly developed in consultation with Anne Maher, the former assistant director of the FTC Division of Advertising Practices. According to CRN president Annette Dickinson: "The entire industry is tarnished when irresponsible companies appear to be getting away with making illegal claims. The dietary supplement industry is regulated by FDA and FTC and we look to those agencies to take appropriate enforcement action so consumers can trust that dietary supplements are marketed truthfully."
The CRN said it accepted that coral calcium undoubtedly has the recognized benefits of all sources of calcium in building and maintaining healthy bones. However, it feels that some of the claims being made for certain coral calcium products go far beyond what is approved and what can be substantiated.
CRN recently joined with other industry trade associations in issuing an industry advisory for marketers, retailers and consumers urging them not to promote, sell or purchase dietary supplement products claiming to prevent, treat or cure SARS. A similar industry-wide advisory was issued for anthrax in 2001.