NAD approves hangover claim, but recommends qualifier be added to label

30-Jul-2021 - Last updated on 30-Jul-2021 at 16:57 GMT

©Getty Images - LaylaBird

Claims on a hangover recovery product have been upheld in proceeding before a self regulatory body, but a qualifier has been added to the label in light of an FDA enforcement action on the subject.

The National Advertising Division (NAD) of BBB National Programs ruled that a claim of “scientifically formulated to help you bounce back from drinking” was supported by the information supplied by the manufacturer, More Labs, Inc.

Multi ingredient shot shown to blunt hangover symptoms

More Labs makes the claim on its Morning Recovery dietary supplement, which is a blend of vitamins, folate, calcium and other electrolytes and a six-ingredient herbal blend that includes some components, like milk thistle, aimed at liver support. The product, which is in a liquid shot format, sells for $4.50 to $7 a bottle, depending on the quantity purchased.

The manufacturer recommends taking the shot before a bout of drinking. The claim is that the formula provides specific benefits in the areas of overall hangover severity, headache, heart pounding, concentration problems, clumsiness, and anxiety.

However, the panel recommended the marketer modify the claim that, “users of Morning Recovery showed up to 80% improvement on specific hangover symptoms after drinking,” to apply to only those symptoms which did in fact show that level of improvement. According to the company and backed by the NAD panel’s review, its research showed subjects reporting significant improvements in all of these measures, but not all of them improved by that much.

FDA down on hangover claims

The US Food and Drug Administration has taken a dim view of hangover claims. Almost a year ago FDA sent warning letters seven companies marketing hangover cures.

“Dietary supplements that claim to cure, treat, mitigate or prevent hangovers could potentially harm consumers, especially young adults,” said Steven Tave, who was then director of FDA’s Office of Dietary Supplement Programs.

Perhaps in light of FDA’s position on the subject, NAD recommended a caveat be added to the Morning Recovery packaging and the company agreed. The new language is: “This product will not prevent intoxication nor enhance sobriety. Please celebrate and recover responsibly."