New York, NY – October 13, 2022 – In a BBB National Programs National Advertising Division (NAD) challenge, brought as part of NAD’s routine monitoring of national advertising for truth and transparency, the advertiser Once Upon a Farm voluntarily discontinued advertising claims regarding its Advanced Nutrition Baby Fruit & Veggies Blend.

Once Upon a Farm is a children’s nutrition company that offers a range of organic food for babies and children.

NAD inquired about the advertiser’s Instagram post that featured its Advanced Nutrition Baby Fruit & Veggies Blend and stated:

“Have you tried our NEW Advanced Nutrition Baby Fruit & Veggies Blend for babies yet? Veggie forward with hints of fruit, all three blends are formulated with prebiotics, probiotics, iron, vitamin B12, zinc and DHA – so you can feel comfortable your little ones are getting the nutrition they need for development.”

These statements were followed by a brain emoji and a flexed strong-arm emoji. NAD’s inquiry focused on whether the post created a link between the advertiser’s product ingredients and children’s brain and strength development that requires competent and reliable scientific data as support.

Although Once Upon a Farm provided NAD with evidence in support of its claims, during the proceeding it informed NAD that it had elected to permanently discontinue the challenged express claim for reasons other than the NAD inquiry. Therefore, NAD did not review the claim on its merits.

In its advertiser statement, Once Upon a Farm stated that it “confirms its agreement to comply with NAD’s recommendations.” The advertiser further stated that it is a “strong proponent of truthful advertising and welcomes the opportunity to support NAD’s self-regulation efforts.”

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About BBB National Programs: BBB National Programs is where businesses turn to enhance consumer trust and consumers are heard. The non-profit organization creates a fairer playing field for businesses and a better experience for consumers through the development and delivery of effective third-party accountability and dispute resolution programs. Embracing its role as an independent organization since the restructuring of the Council of Better Business Bureaus in June 2019, BBB National Programs today oversees more than a dozen leading national industry self-regulation programs, and continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-directed marketing, and privacy. To learn more, visit bbbprograms.org.

About the National Advertising Division: The National Advertising Division (NAD) of BBB National Programs provides independent self-regulation and dispute resolution services, guiding the truthfulness of advertising across the U.S. NAD reviews national advertising in all media and its decisions set consistent standards for advertising truth and accuracy, delivering meaningful protection to consumers and leveling the playing field for business.