DENVER, COLORADO—Better Business Bureau serving Denver/Boulder is now releasing the findings of its health and diet industry analysis, conducted between August and October of 2017. BBB initiated this analysis in response recent trends in consumer complaints alleging misleading advertising among local health and diet businesses. To read the report in its entirety, click here or use the link go.bbb.org/HealthDiet. The category “health and diet” includes a variety of businesses offering unregulated products, mostly online, that are advertised to improve consumers’ health and appearance. A vast majority of the businesses BBB reviewed sell vitamins and supplements, skin creams, or diet products. BBB’s analysis specifically addressed advertising practices that violated the nonprofit’s Code of Advertising. These practices included misleading free trial offers, unfulfilled warrantee and guarantee claims, and unsubstantiated claims related to scientific evidence of products’ effectiveness. Of the 313 health and diet companies in the Denver/Boulder area, BBB reviewed ad-related claims found on 163 business’s websites. BBB then opened formal advertising review cases relating to 10 individual companies and successfully worked with five to modify their ad claims. The remaining five, which did not cooperate with BBB, are all F-rated. One finding of BBB’s industry analysis was that a majority of the companies associated with problematic ad claims were those that do business through local fulfillment centers, but operate online and are located out-of-state. In contrast, a majority of the “truly local” health and diet companies BBB reviewed were not associated with problematic claims.Since BBB’s founding more than a century ago, advertising review has been one of the organization’s flagship services offered to the communities it serves. The release of BBB’s Health & Diet industry analysis reflects BBB serving Denver/Boulder’s commitment to protecting the state’s consumers from fraud. This past November, BBB participated in Colorado’s first annual Consumer Protection Month, an initiative launched by Attorney General Coffman. BBB encourages consumers who are curious about a business or product to check a company’s BBB Business Profile.