Business ProfileforNatureKue Inc

On September 6, 2022, BBB Serving Metro Washington DC and Eastern PA requested that NatureKue, Inc. substantiate, modify, or discontinue its claims on the company's website regarding the medical effectiveness of its products and misuse of asterisks. The company advertises that they “efficiently prevent aging,” “helps reduce fatty deposits,” and “helps maintain normal triglyceride levels,” among other things.  Additionally, they use asterisks when describing the ingredients to their products which does not lead to any additional information regarding the given ingredient.

The BBB Code of Advertising states that, “The primary responsibility for truthful and non-deceptive advertising rests with the advertiser. Advertisers should be prepared to substantiate any claims or offers made before publication or broadcast and, upon request, present such substantiation promptly to the advertising medium or the Better Business Bureau.”

The BBB Code of Advertising also states, “Claims relating to performance, energy savings, safety, efficacy or results for a product or service should be based on recent and competent testing or other objective data.” And, regarding Asterisks it states, “An asterisk may be used to impart additional information about a word or term which is not in itself inherently deceptive. The asterisk or other reference symbol must not be used as a means of contradicting or substantially changing the meaning of any advertising statement. Information referenced by asterisks must be clearly and conspicuously disclosed.”

BBB staff did meet with the business on multiple occasions to discuss all matters of violation to its advertising code and the business agreed to make changes to its website.  As of May 3, 2024, the business has not complied with all requests for modification, substantiation, or discontinuance of the claims and asterisks.