Appendix 1

VITAMIN PRINT AD CONTENT CODEBOOK

PRODUCT NAME/BRAND/MANUFACTURER

Obtained from TNS/Kantar primary file name in original data

PRIMARY INGREDIENT

Identify if product contains a particular TYPE of ingredient, and if the ingredient is the PRIMARY product ingredient. This variable is not mutually exclusive.

CategoriesAcetylcholine Echinacea Hyaluronic acid PrebioticAlpha Lipoic Acid Elderberry Iron Preservatives

Amino Acids Electrolytes Kolla2 Probiotic CulturesAntioxidants EPA Lignisul ProteinARA Enzymes (General) Lactose PulpBaptisa Fats Lozin Red CloverBCE PopolisSoy Fibers Lutein StarchBioactives Fish Oils Lycopene SoyCalcium Folic Acid Magnesium ThiaminCarbohydrates Garlic Supplement Metabolites ThujaChocolate Gelatine Minerals Vitamin ACholine Genistein MSM Vitamin BChondroitin Gingko Niacin Vitamin CCollagen Ginseng Extract NKO Marine Oil Vitamin DCo-Q-10 Glucosamine Omega 3 Vitamin ECorowise Glucose Organic Acid Vitamin KCornnoblend Heavy Metals probiotic acidophilus Vitamins (General)DHA Herbal Caffeine Pesticides Vitasterol

DMAE Herbs/Herbal Ingred Plant-Source Enzymes Whole Food

ECGC Huperzine A Polycosinol Yeast ExtractZeaxanthinZinc

AILMENT

The ailment variable captures the sickness or health problem the marketed product aims to address. These classifications are not mutually exclusive. Select all ailments that apply.

Aging, premature aging Groin irritationAlert/Alertness/Attention/brain health/memory/cognition

Growth, general health, Overall Well Being/Wellness, strength

Allergies/Histamine levels Gum disordersArthritis (osteoarthritis) Hair health and strengthArthritis (rheumatoid arthritis) HeadacheArthritis or rheumatism (can be osteo or rheumatoid)

Heartburn, GERD, Indigestion, or Upset Stomach, acid reflux

Backache Homocysteine LevelsBirth Defects, Spina Bifida Hormone Balance/Hormone production

Blood Clotting Immune health/Bacteria/Body's defenses, cough, cold, Flu

Blood Pressure, hypertension InflammationBlood Sugar/Blood Sugar Levels Insomnia, Sleeplessness, and Sleep DisorderBones/bone strength, mobility, joints, cartilage, osteoporosis Iron Deficiency/Anemia

Breast Enhancement Joint health/FlexibilityBreast Health MetabolismCancer Muscle healthCardiovascular System Circulation Nail StrengthCell health/Membrane Nervous tension/stress, nervous systemCholesterol levels, HDL or LDL levels Nose/Nasal Passages

Chronic Illness Nutrition, Nutrient Absorption, nutrient digestion

Chronic pain Oral Health/Tooth HealthColon/Bowels/constipation/regularity/Digestive track system Overeating/Food Cravings

COPD, Chronic Bronchitis, or Emphysema Oxygen/Oxygen UptakeCoronary Heart Disease, heart disease, heart attack, heart health Prenatal Nourishment

Deficiencies, nutrient deficiencies ProstateDehydration Red Blood CellDepression, mood, Irritability Respiratory SystemDiabetes Sexual HealthEar Health/Tinnitus SkinEnergy /Boosts energy/Fatigue/Endurance/ Physical energy Sleep/Sleep Pattern

Eyes, eye health, dry eye, AMD Triglyceride Levels

Fatty Acid Booster Weight LossFemale System, PMS, Menopause, Hot Flashes Urinary tract infection ()

VERBS

Check off any verbs that are used within the advertisements.

Absorb/Absorption NormalizeActivate NourishBoosts Optimize/Optimal/OptimumBuilds Prevent/PreventionBurns Produce/ProductionCombats PromoteControls Protects/ProtectionCounteracts ProvidesCushion RaisesCut RebuildsDetoxify RecoverDevelop ReduceEase RegulateElevate RejuvenatesEnergize Relieves/ReliefEnhance/Enhancement RenewFight RestoreForm/Formation SoothesHelp StimulateIncrease StopKnocks Out StoreLower StrengthenLubricates SupportMaintains TrimManages UnlockMaximize/Maximum Work/Working

PRODUCT GUARANTEES

Check off if ad says that product provides “guaranteed results” or if ad says that “if results are not met, they provide a money back guarantee.”

SCIENTIFIC BASIS FOR CLAIMS

This variable captures relevant scientific references made by the ad. These categories are not mutually exclusive.

Scientific KnowledgeAd claims efficacy is based on “scientific knowledge.” For example, ad says that “science has unlocked the knowledge that…”, any amorphous science claims

Clinically ProvenStudy is referred to in ad, or ad claims a particular outcome is clinically tested or proven.

Study NameAd refers to a study, the ad provides further details about the study such as the name of the study, the institution that conducted the study, or other relevant details.

EXTERNAL VERIFICATION SEALS

Housekeeping SealThe ad shows that the product has a Good Housekeeping SealUSP VerificationThe ad shows that the product has USP Verification

WARNINGS

FDA EvaluationAd says “This product (These statements) has (have) not been evaluated by the FDA”Not Disease PreventionAd says “This product is not approved to diagnose, cure, or prevent a disease”

VARIABLE RECODING

Product Name: Not recoded

Primary Ingredient: Recoded into the following categories:Vitamins: (Multivitamins, B, C, D, E)Minerals: (Calcium, Mineral assorted, Minerals and DHA, Other)Other Supplements: (Glucosamine/Chondroitin, Antioxidants-Lutein, Herbal Supplements, Fatty Acids, Other)

Ailments: mentioned in ad were recoded into the following categories:

Ailment Categorization Structure/Function language in ad

Adrenal glands Adrenal GlandsAging process Aging

Aging ProcessDefenses Against Internal Aging ProcessesHealthy Aging

Anti-Oxidant Protection/Against Effects Of Oxidants/Free Radicals Against Antioxidants

Against Effects Of Free RadicalsAntioxidant ProtectionAntioxidant KickAntioxidant ProtectionAntioxidant Protection From Harmful Free RadicalsAntioxidant SupportAntioxidantsBody From Free RadicalsBody’s Ability To Knock Out Free RadicalsBody’s Natural Antioxidant System To Fight Free RadicalsCell Damaging Free RadicalsCells From Free RadicalsDamaging Effects Of Free RadicalsDamaging Free RadicalsDepletion Of Antioxidant ResourcesEffect Of Free RadicalsEffective Of Antioxidant StressEffects Of Free RadicalsExercise-Related Free RadicalsFree Radical DamageFree Radical FightersFree RadicalsFree Radicals Causing IllnessFree Radicals In The BodyFree Radicals InactiveFree Radicals That Cause Cancer, Heart Disease, etc.Harmful Free RadicalsOptimal Antioxidant FunctionOptimum Antioxidant ProtectionPowerful Antioxidant KickProtect Against Free RadicalsTissue From Free Radicals

Asthma And Seasonal Allergies Asthma And Seasonal AllergiesBacteria Balance/Body's good bacteria/Protection from bad bacteria Against Harmful Bacteria

Balance Of BacteriaBodies Good BacteriaBody From Harmful BacteriaGood Bacteria In The Digestive TractHarmful Intestinal Bacteria

Birth defects/Baby's brain health/Baby's eye health Birth DefectsFetal DevelopmentInfant Birth DefectsPrevent Birth DefectsProper Placenta Development

Blood Pressure/circulation Blood FlowBlood PressureHealthy Blood Levels And CirculationHealthy Blood PressureHealthy CirculationHypertensionImprove MicrocirculationNormal Blood CirculationNormal Blood Circulation

Blood vessels ArteriesBlood VesselsBlood Vessels HealthyClear ArteriesHealthy Blood Vessels

Blood/Blood health/Blood composition Blood Cell FormationBlood In Good Working OrderBuilding BloodHealthy Blood CellsHealthy Blood ChemistryHealthy Blood LevelsOxygen Absorption In The Body

Bone health/density/composition/structure/strength/mass/prevent bone loss Aging Process Of Your Bones

BoneBone And Tooth HealthBone DensityBone DevelopmentBone Forming CellsBone HealthBone Health And Density

Bone LossBone MassBone Metabolism To Support Bone Mineral DensityBone StrengthBone Structure HealthyBonesBones HealthyBones StrengthBones StrongBones StrongerBones YoungerHealthy BonesHealthy Bones And JointsLoss Of Bone DensityMaintain BonesOf Hip Fractures By 29%OsteoporosisPrevent Bone LossRisk Of OsteoporosisStrong BonesStrong Bones And TeethStructural Integrity Of BonesStructural Integrity Of Bones And Connective Tissue

Brain development/Brain function BrainBrain DevelopmentBrain HealthHealth Or BrainHealthy Brain DevelopmentHealthy Brain FunctionHealthy Brain FunctioningHealthy BrainsPain

Breast Health Breast HealthHealthy Breasts

Bust size Bust SizeCalcium Absorption/Calcium metabolism Body Absorb Calcium

Calcium Absorption To Maintain BonesCalcium Measures Independent Of IntakeCalcium Metabolism

Cancer/risk of cancer Reduce The Risk For Certain Cancers

Carbohydrate Metabolism Carbohydrate MetabolismCardiovascular benefits/heart health/heart function/circulation/coronary heart disease Cardiovascular Benefits

Cardiovascular HealthCardiovascular System FunctionCardiovascular Well BeingCirculatory System HealthCoronary Heart DiseaseGood Cardio HealthHealth HeartHealth of HeartHealth Of HeartHealthy HeartHealthy Cardiovascular FunctionHealthy HeartHealthy Heart And Immune SystemHealthy Heart FunctionHealthy Heart FunctioningHealthy HeartsHeartHeart And Brain HealthHeart And Cardio Vascular WellnessHeart DiseaseHeart FunctionHeart HealthHeart Health (COPD, Abnormal Heart Rhythm)Heart HealthyHeart Tissue Form The Damaging Effects Of Free RadicalsHeart Tissues From Harmful Effects Of Free RadicalsHeartProtect Your HeartReduce Risk Of Heart DiseaseRisk Of Coronary Heart DiseaseRisk Of Degenerative DiseasesRisk Of Developing Heart Conditions (COPD)Risk Of Heart DiseaseThe HeartThe Red Cells Of The HeartThe Risk Of Coronary Heart DiseaseThe Risk Of Heart Disease

Cells/cell membrane/cell protection/cell growth/Cell health/cell detoxification Body Cells

Body Cells HealthyCell MembraneCell Protection And GrowthCellsCells HealthyCellular And Metabolic HealthCellular DetoxificationCellular HealthCellular MetabolismNatural Cell RepairStop Cell Damage

Cellulite CelluliteReduce Cellulite

Cholesterol/Cholesterol levels Absorption Of CholesterolBad CholesterolCholesterolHDL LevelsHealthy Cholesterol And Triglyceride LevelsHealthy Cholesterol LevelsMaintain Cholesterol Levels In Optimum RangeNormal Cholesterol Levels

Chemotherapy side effects/radiation side effectsSide Effects of Chemotherapy/Radiation Treatment

Chronic Long-Term Illness Chronic Long-Term IllnessThe Risk Of Certain Diseases

Colds and flu/duration of flu symptoms Cold And FluColds And FluDuration Of Certain Flu TypesFlu SymptomsSymptoms Of Cold And Flu

Collagen/Collagen fibers/collagen in joints/Cartilage health CartilageCartilage Destroying EnzymesCartilage HealthCollagenCollagen FibersCollagen In JointsHealth CartilageHealthy CartilageRenew CartilageRenewal Of Cartilage

Revitalize CartilageColon health Colon

Colon HealthColon Healthy

Connective tissue Flexible TissueHealthy Connective Tissue

Cravings CravingsSugar Cravings

Cutaneous Edema Cutaneous EdemaDiabetes/Diabetic diet/Insulin sensitivity Diabetes

Diabetic DietDietary Deficiencies Dietary Deficiencies

FatDigestive health/regularity Daily Digestive Health And Regularity

DigestionDigestive SystemEliminationEnzymes, Amino Acids, Probiotics, And Organic AcidsHealthy Digestive SystemInternallyIntestinesNormal Bowel FunctionOptimal Balance Of Intestinal FloraOptimal Digestive Health

Electrolyte Balance/Dehydration DehydrationElectrolyte BalanceExcess Fluid Retention

Emphysema And Bronchitis Emphysema And BronchitisErection/Erectile rigidity/Erection size Erectile Rigidity

ErectionErection SizePenal Rigidity

Eyes/Vision clarity/AMD/eye disease/eye function/eye health/eye sight AAMD

Baby’s Eye HealthClarity Of VisionEye DevelopmentEye DiseaseEye FunctionEye HealthEye SightEyes

Eyes HealthyGood EyesightHealth Eye FunctionHealth Of EyesHealthy Eye DevelopmentHealthy Eye SightHealthy EyesHealthy Eyes And BodyHealthy EyesightMacular HealthMacular HealthyMacular Of The Eye HealthMacular SupportMaintain Healthy EyesOptimum Macular HealthOverall Eye HealthProgression Of AMDSightSlow The Progression Of AMDVisionVision ClarityVision HealthVision/SightVisual Health

Fitness/Energy/Endurance/Vitality Achieve FitnessBody’s Ability To Utilize Energy And Build EnduranceEnduranceEnduring EnergyEnergizedEnergyEnergy And MetabolismEnergy BoostEnergy For Your HeartEnergy LevelsEnergy MetabolismEnergy ProductionEnergy SupportEnergy, Metabolism, And VitalityFatigueFeeling ActiveFeeling Of Well Being When Ill, Fatigued, Run Down

Fight FatigueImproved EnergyIncreased EnergyNatural EnergyOccasional FatiguePhysical EndurancePhysical EnergyPhysical FunctioningPhysical PerformancePhysical StaminaStaminaStamina LevelsVitalityVitality And HealthWaistlineWeightWeight Loss GoalsYou EnergizedYou Feel EnergizedYou Stay Strong And Vital

Glucose balance/glucose control/glucose metabolism Blood SugarFasting Glucose LevelsGlucose BalanceGlucose ControlGlucose MetabolismHealthy Blood Sugar LevelsHealthy Glucose MetabolismInsulin Sensitivity

Hair growth/Hair regrowth/Hair strength Exiting Hair GrowthGrowth Of Dormant HairHairHair GrowthHair StructureStrong Healthy HairThinning Hair

Health/Healthy lifestyle/longer life/Healthy body BodyBody And MindBody HealthyBody StrongDaily ActivitiesGeneral HealthGood HealthGrow

HealthHealthy LifestyleLifeLonger LifeOf Toxic EnvironmentOptimum HealthOverall HealthPhysical And Mental PerformancePhysical And Mental VitalitySense Of Well BeingThe BodyWell BeingWhole BodyWork CapacityYour Body

Hormone balance/Hormone production Balance HormonesHormone ProductionHormonesNight Sweats And Hot FlashesNight Sweats, Hot Flashes, And Mood Swings

Immunity/harmful bacteria/body's defenses/Disease protection Body’s Defenses Function Properly

Body’s Good BacteriaBody’s Immune SystemBody’s Internal Fighting ForceBody’s Natural BacteriaBody’s ResourcesDisease ProtectionHealth Immune FunctionHealth Immune SystemHealthy Immune ResponseHealthy Immune SystemHeart And Immune System HealthImmune FunctionImmune HealthImmune ResistanceImmune SystemImmune System FunctionImmune System HappyImmune System HealthImmune System PrimedImmunity

Immunity And VitalityKeep Your Immune System StrongLong-Term Disease ProtectionThe Immune SystemThe Immune Systems Responses To Viruses

Inflammation/Anti-Inflammatory Response Anti-Inflammatory ResponseInflammation

Iron deficiency/Anemia Iron Anemia And Deficiency At DeliveryJoints/mobility/Joint improvement/flexibility/comfort Achy Joints

Comfortable Joint MovementFlexibilityFluid Between JointsFluid In JointsHealthy Joint FunctionHealthy JointsHealthy Joints And BonesJoin ComfortJoint ComfortJoint Comfort And FlexibilityJoint DiscomfortJoint Flair UpsJoint Flare UpsJoint FlexibilityJoint Flexibility And ComfortJoint Flexibility And MobilityJoint FluidJoint FunctionJoint HealthJoint MobilityJoint MovementJoint PainJointsJoints Form Harmful AntioxidantsJoints From AntioxidantsJoints From Harmful AntioxidantsJoints From Harmful Effects Of OxidantsJoints From Harmful OxidantJoints From Harmful OxidantsLong-Term Joint HealthMobilityMovementMuscle

Muscle And Joint SorenessNutrition To JointsPain And Stiffness In JointsRange Of MotionReduction Of Joint And Muscle DiscomfortSore JointsThe Fluid Between Your Joints

Liver health Liver HealthLymphatic system/Drainage Healthy Lymphatic DrainageMental health/emotional well-being/depression/Stress Depression

Effects Of Daily StressEffects Of StressEmotional Well BeingHealth Of BrainHealthy MoodIrritabilityIrritability And StressMoodOccasional StressOverall Emotional And Mental Well BeingReduce The Effects Of StressRelief From StressStressStress, Fatigue, Aches, Pains, Premature AgingTension

Metabolism Metabolic ProcessesMetabolismMetabolize Proteins, Carbohydrates And FatMetabolize Proteins, Fat, CarbohydratesProper Metabolic FunctionProtein, Carbohydrate, And Fat MetabolismSubcutaneous Cellular MetabolismSugar Metabolism

Mind/Acuity/Alertness/Concentration/decision making speed Acuity Of Mind

AlertAlert Mental StateAlertnessAlertness And Concentration

Baby’s Brain HealthBrain’s Processing SpeedConcentrationDecision Making SpeedFocusFocus And VitalityLow Level DepressionMaintain MemoryMemoryMemory And RecallMemory RecallMental Acuity And Brain FunctionMental AlertnessMental FocusMental HealthMental PerformanceMental WellnessMindMind And BodyMind HealthMind SharpMindsRecallStaying AlertTo Enhance MemoryWorking Memory

Muscle function/contraction/heart beatMuscle Contraction, Heart Beat Regulation, Blood ClottingMusclesNormal Heart RhythmNormal Muscle And Nerve FunctionsProper Muscle FunctionSeverity And Duration Of Leg CrampsStrong Muscles

Nerve function Healthy Nerve And Skin FunctionHealthy Nerve FunctionNerveNerve FunctionNervesNervous SystemNervous System Health

Nutritional support Nutritional SupportPancreatic health Pancreatic Health

Prostate health Healthy ProstateProstate Health

Respiration/Nasal passages Open Nasal PassagesUpper Respiratory HealthUpper Respiratory System

Sexual health/Estrogen levels/Libido/menopause Estrogen LevelsFemale SystemFrequency Of Sexual ActivityHealthy FertilityHealthy Sex LivesHot FlashesLibidoMenopausal SymptomsMenopauseMenstrual CyclePhysical And Emotional Symptoms/PMSPMSSex LifeSexual IntimacySexual PerformanceSexual SatisfactionSymptoms Of Menopause

Skin/Hair/Nails Cells, Skin, Hair, And NailsEyes, Skin, And TeethGlowing Radiant SkinHealth Of Skin, Hair, Nails, Heart, Immune SystemHealthy Attractive HairHealthy Attractive SkinHealthy Skin And NailsNormal SkinSkinSkin AppearanceSkin DamageSkin Elasticity And FirmnessSkin HealthSkin HealthySkin, Hair, And NailsYounger Looking Skin

Sleep/sleep patterns Establish Normal Sleep PatternsFall Asleep FasterGet A More Restful Night’s SleepQuality Of Sleep

Restful SleepStay Asleep Longer

Tanning Nutrients You Need To TanTeeth health Healthy Teeth

Healthy Teeth And BonesTeeth

Tinnitus TinnitusToxins/detoxification Sweep Away Toxins

Verbs: Not recoded

Clinically Proven/Guaranteed: If any of the following variables were checked the ad was recoded as “the product is clinically proven or that results are guaranteed.”

Product guaranteesScientific knowledgeClinically provenStudy name

External Verification Seals:If any of the following variables were checked the ad was recoded as having an external seal of approval:

Housekeeping SealUSP Verification

FDA Disclaimers: If any of the following variables were checked the ad was recoded as having and FDA disclaimer

“This product (These statements) has (have) not been evaluated by the FDA” “This product is not approved to diagnose, cure, or prevent a disease”

Appendix 2. Frequency of Verb Appearances in Dietary Supplement AdsVerb No. % of Total VerbsPanel A: VitaminsNo Verb 934 34.4Supports 448 16.5Promotes 261 9.6Protects 181 6.7Helps 155 5.7Helps Support 144 5.3Boosts 100 3.7Protects Against 76 2.8Reenergizes 64 2.4Maintains 61 2.2Keeps 50 1.8Unlocks 50 1.8Improves 45 1.7Fights 40 1.5Helps with 40 1.5Helps Maintain 35 1.3Neutralizes 34 1.3Panel B: MineralsNo Verb 339 32.5Keeps 185 17.7Enhances 80 7.7Improves 73 7.0Maintains 63 6.0Helps 60 5.8Helps Keep 56 5.4Nourishes 36 3.5Increases 35 3.4Helps Maintain 35 3.4

Beneficial for 18 1.7Builds 17 1.6Protects 16 1.5Helps Prevent 16 1.5Necessary for 14 1.3Panel C: Other SupplementsNo Verb 207 3.9Lubricates 881 16.8Cushions 429 8.2Promotes 420 8.0Maintains 394 7.5Rebuilds 340 6.5Supports 314 6.0Nourishes 297 5.6Protects 266 5.1Helps 174 3.3Improves 164 3.1Soothes 157 3.0Replenishes 136 2.6Renews 126 2.4Preserves 125 2.4Helps Renew 123 2.3Important for 115 2.2Reduces 108 2.1Strengthens 106 2.0Enhances 85 1.6Increases 75 1.4Keeps 73 1.4Repairs 72 1.4Inhibits 72 1.4Verbs in each category are top coded to >1% in frequency.

Appendix 3: Frequency of Ads by Primary IngredientPrimary Ingredient No. % of Total AdsMultiple Formula 1678 31.4Glucosamine/Chondroitin/Collagen Supplement 1204 22.5Calcium Supplement 602 11.3Antioxidants-Lutein 298 5.6Vitamin C 165 3.1Herbal Supplement 156 2.9Fatty Acids 148 2.8Fish Oil Supplement 134 2.5Vitamin E 134 2.5Prenatal Supplement 117 2.2Mineral-Magnesium 91 1.7Vitamin B 68 1.3Herbal Supplement-Ginseng 63 1.2Herbal Supplement-Wheatgrass 49 0.9Soy Supplement 42 0.8Herbal Supplement-Green Tea Extract 34 0.6Probiotic Multiple Formula 34 0.6Herbal Supplement-Ginsana 33 0.6Herbal Supplement-Horny Goat Weed 32 0.6Herbal Supplement-Horny Goat Weed, Gingko Biloba 30 0.6Vegetable Supplement 24 0.4Mineral-Assorted 22 0.4Mineral-Minerals and DHA 21 0.4Herbal Supplement-Melatonin 19 0.4Herbal Supplement-Green Tea Extract, Willow Bark 15 0.3Antioxidants 14 0.3Herbal Supplement-Garlic 12 0.2Herbal Supplement-Ginger Root 12 0.2Herbal Supplement-Fiber 11 0.2Herbal Supplement-Psyllium Husk 11 0.2Vitamin D 10 0.2Probiotic Supplement 9 0.2Herbal Supplement-Berry Extract 8 0.1Herbal Supplement-Sweet Clover, Bladder Wrack 8 0.1Mineral-Selenium 8 0.1Iron Supplement 7 0.1Antioxidants-CoQ10 6 0.1Herbal Supplement-Amino Acids 6 0.1Herbal Supplement-Acai Extract 4 0.1

Herbal Supplement-Echinacea 4 0.1Mineral-Silicon 4 0.1Cod Liver Oil 2 0.0Herbal Supplement-Gingko Biloba, Ginseng 1 0.0Total 5350 100.0

Appendix 4

Figure 1a

Figure 1b*

* Evidence from the Publishers Information Bureau of the Association of Magazine Media indicates a similar decline in ad pages for all major news magazines and media types during this same time period

(Berner MG. Magazine Media Factbook 2015. New York: MPA – The Association of Magazine Media; 2015.)

Appendix 5: Frequency of Ads by Manufacturer/BrandManufacturer Name (N=191) No. % of Total AdsOsteo-Bi-Flex 416 7.8Nature Made 341 6.4Flex-A-Min 333 6.2Flintstones Complete 172 3.2Rainbow Light Just 1 Once 163 3.0Viactiv 160 3.0Centrum Performance 154 2.9Ocuvite Preservision 141 2.6Schiff Move Free Advanced 136 2.5Caltrate 600 Plus D 129 2.4Martek 118 2.2Flintstones Gummies 116 2.2Knox Nutrajoint 107 2.0One-A-Day Women’s Formula 102 1.9Os-Cal 500 Plus D 100 1.9Mega Men 84 1.6Schiff Move Free 77 1.4Slow-Mag 69 1.3Citracal 66 1.2Lil Critters Gummy Vites 64 1.2One-A-Day Kids 64 1.2Ocuvite Lutein 63 1.2Stuart Prenatal 57 1.1Other 2118 39.6Total 5350 100.0Other includes: Acai, Adora, Age-Lessrx, Alpha Betic, Altovis, Archer Daniels Midland, Arise & Shine, Arthri-Flex, Bausch & Lomb Ocuvite, Bifera, Blaine Magox 400, Buildingblocks, Calcia, Caltrate 600, Carlson, Carlson Aces, Carlson For Kids, Centrum, Centrum Cardio, Centrum Kids, CH-Alpha, Citracal Plus Bone Density Builder, Clear Lungs, Clear Tinnitus, Codmega, Cold-Fx, Coqsol 200, Core4Life Advanced Memory Formula, Country Life, Daily Detox, Disney, Earthrise Spirulina, Ecomer, Emergen-C, Enzyme Labs, Enzymedica Glutenease, Enzyte, Ester-C, Ester-E, Estroven PMS, Exotica, Ezcal 1000 Plus D, Fatigued To Fantastic, Flex Able, Flintstones, Floradix, Garden Greens, Garden Of Life, Garden Of Life Living, Ginsana Energy, GO3, GO3 Omega-3, Green Tea, Green Zinger, H2O Blast, Hair Skin & Nails, Halls Defense, HDL Booster, Health From The Sea, Herbal Grobust, Herbasway Lab, Hi-Ener-G, Himalaya/Stress Care, Histamine Take Care,

Icaps, Icaps MV, Iron Kids Gummies, Jarrow Formulas, Krill Essentials, Kwai, Levity, Lil Critters Calcium Gummy Bears, Lil Critters Gummy Bear, Lil Critters Omega-3 Gummy Fish, Liquid Health, Magonate, Mason, Multi-Betic, Multibionta, My First Flintstones, Natrol Brainspeed, Natrol Ester-C, Natrol Joint Health, Natrol Melatonin, Nature Made Advanced, Nature Made Multi For Her, Nature’s Bounty, Nature’s Plus Ageloss, Nature’s Plus Source of Life, Nature’s Resource, Neuromins, New Chapter Bone Strength Take Care, New Chapter Perfect Prenatal, Nordic Naturals Complete Omega, Nordic Naturals Omega Ldl, Nordic Naturals Ultimate Omega, Nourkrin, Now, Nutraceutics Vitrin, Nutritech All One, Nutrition Now, Nutrivision, Olay, One Source, One-A-Day All-Day Energy, One-A-Day Men’s Formula, One-A-Day Weight Smart, One-A-Day Women’s 2-O, One-A-Day Womens Prenatal, Oneaday.com, Opti-Men, Os-Cal, Os-Cal Ultra, Osteocare, Perfectil, Pharmaton, Pinnacle Horny Goat, Prevention, Prevention Age-Defying, Qmelt, Rainbow Light, Rainbow Light 50 Plus, Real Health Prostate, Revital, Rexall, Rexall Women’s, Sambucol, Santica Beauty Recipes, Schiff, Selenomax, Seven Seas, Slow Fe, Solgar, Solgar Kangavites, Spectrum, Spectrum Naturals, Spider-Man, Sundown, Sundown B 50 Complex, Sunkist, TanAid, Tension Rx, True Organics, Tums Kids, Twinlab, Twinlab Cholesterol SCS, Twinlab Daily One Caps, Twinlab Immunity Booster, Twinlab Ocugard Plus, Ultra Mega, Vasorect Ultra/Women, Vaxa Attend Nutrient, Vegemite, Viactiv Flavor Glides, Viactiv Nutritional, Virmax, Visionace, Vitaball, Vitafusion Multi Vites, Wellesse Vitamin D3, Wellwoman, Wheat Grass, Win Fuel, Winnie The Pooh, Winnie The Pooh Gummies, Winnie The Pooh Nutri-Stix, Zeavision, Lil Critters. Brands are top coded to >1% in frequency.

Appendix 6: Frequency of Ads by ManufacturerManufacturer Name (N=101) No. % of Total AdsNTBY Inc. 926 17.3Bayer AG Group 646 12.1Otsuka America Pharmaceutical Inc. 354 6.6Pfizer Inc. 341 6.4Bausch & Lomb Inc. 227 4.2Schiff Nutrition International Inc. 217 4.1Martek Biosciences Corporation 216 4.0GlaxoSmithKline PLC 172 3.2Rainbow Light Nutritional Systems 168 3.1Johnson & Johnson 164 3.1Kraft Foods Inc. 153 2.9Northwest Natural Products Inc. 127 2.4Carlyle Group LP 86 1.6GNC Acquisition Holdings Inc. 86 1.6Purdue Pharma LP 69 1.3Church & Dwight Company Inc. 64 1.2Plethico Pharmaceuticals Limited 62 1.2Xanodyne Pharmaceuticals Inc. 57 1.1Other1 1215 22.7Total 5350 100.01 Other includes: 21st Century Labs Inc., Abkit Inc., Adora, Alacer Corp, Alan James Group LLC, Amazon Thunder Inc., Archer Daniels Midland Company, Arise & Shine Inc., Arkopharma Inc., Berkeley Premium Nutraceuticals Inc., Blaine Pharmaceuticals, Bodyonics Limited, Boehringer Ingelheim GmbH, Botanical Lab Inc., Buildingblocks, Carlson Lab Inc., Clear Pdts Inc., Consac Industries, CV Technologies Inc., Diverse Media Group, Earthrise, English Grains Healthcare, Enzymatic Therapy Inc., Enzyme Labs Nutraceuticals, Enzymedica, Findus, Fleming & Company, Futurebiotics, Garden Of Life, Gelita Health Products USA Inc., Geneva Health & Nutrition LLC., Green Zinger, Herbasway Lab, Hi-Tech Pharmacal Company Inc., Himalaya Herbal Healthcare, HVL Inc., Idea Sphere Inc., J.R. Carlson Lab Inc., Jarrow Formulas, Lichtwer Pharma US Inc., Life Science Nutritionals, Lifes2Good, Liquid Health Inc., Mason Vitamins, Md Labs, Meda AB, Medical Research Institute, Merck & Company Inc., Miracle Exclusives Inc., Multibionta, Natural Organics Inc., Nature’s Way, New Chapter, New Chapter Inc., Nordic Naturals Inc., Novartis AG, Nutraceutics Corporation, Nutritech, Nutrition 21, Nutrition For Optimal Wellness, Nutrition Now Inc., Optimum Nutrition Inc, Perrigo Company, Pines International Inc., PTS Labs Inc., Puregels, Real Health Lab,

Ridgecrest Herbals Inc., Rodale Inc., Santica USA Inc., Scandinavian Formulas Inc., Spectrum Organic Products Inc., Tan-Aid Vitamin Supplements, Trimedica International Inc., Trimfast Group Inc., Vaxa International, Vianda LLC, Vitabiotics Limited, Vitaquest International LLC, Windmill Marketing Services Inc., Winfuel, Zeavision LLC. Manufacturers are top coded to >1% in frequency.

Appendix 7: Frequency of Ads by MagazineMagazine (N=140) No. % of Total AdsPrevention 474 8.9Ladies’ Home Journal 263 4.9Whole Living 257 4.8Natural Health 194 3.6Family Circle 192 3.6AARP-The Magazine 175 3.3Reader’s Digest 155 2.9Saturday Evening Post 150 2.8More 146 2.7Woman’s Day 138 2.6Cooking Light 135 2.5Parents 127 2.4Health 126 2.4Fit Pregnancy 121 2.3All You 112 2.1First For Women 100 1.9Better Homes & Gardens 94 1.8O-The Oprah Magazine 92 1.7Woman’s World 87 1.6Other1 2212 41.3Total 5350 100.01 Other includes: Good Housekeeping, Child, Parenting Magazine, National Enquirer, Family Fun, Nick Jr. Family Magazine, Reader's Digest Large Print Edition, Shape Magazine, Working Mother, Newsweek, Diabetes Forecast, People, Redbook, Soap Opera Digest, Scholastic Parent & Child, Time, Men’s Fitness, Real Simple, Remedy, Fitness, Martha Stewart Living, Muscle & Fitness, Men’s Health, Parade, Organic Style, Women’s Health, American Baby, Self, Wondertime, Weight Watchers, New York Times Magazine, USA Weekend, My Generation, TV Guide (Digest), Rosie, Guideposts, Organic Gardening, Jet, Sunset, Bestlife, Ebony, Penthouse, Stuff, Country Living, American Profile, Baby Talk, Southern Living, Advocate, Cosmopolitan, Golf Magazine, Runners World, Flex, Bicycling, Parenting Early Years, Star, Hallmark Magazine, Parenting School Years, Backpacker, Bon Appetit, Esquire, Golf For Women, In Style, Marie Claire En Espanol, New York Magazine, Ski, U.S. News & World Report, Ser Padres, Country Home, Entrepreneur, Essence, Medizine Healthy Living, People En Espanol, Playboy, Rd Selecciones, Hemispheres, US Weekly, Biography, FHM, House & Garden, House Beautiful, Maxim, Prevention En Espanol, Sierra, Southwest Airlines Spirit, TV Guide, Life & Style Weekly, Smartmoney, Bloomberg Business Week, Country Living Gardener, Diabetes Focus, Elle, Life Magazine, Sky Magazine, American Way, Healthy Kids En Espanol, US Airways Magazine, The Atlantic, The Cable Guide, Discover, Entertainment Weekly, Everyday Food,

Family Handyman, Golf Digest, Golf World, Gourmet, Harper’s Bazaar En Espanol, Inc. Magazine, Lifetime, Los Angeles Times Magazine, Martha Stewart Weddings, Men’s Journal, New Choices, Ocean Drive Magazine, Outside Magazine, Ser Padres Magazine, Tennis, Transworld Skateboarding, Travel + Leisure En Espanol, Baltimore Magazine, Quick & Simple. Magazines are top coded to >1% in frequency.

Appendix 8: Trends in claims of product efficacy.

Type of claimPercent of ads containing claim

All Year 200 200 200 200 200 200 2008 2009

Scientific Knowledge 12 7 11 12 14 26 10 3 1

Clinically Proved 23 21 14 11 11 34 39 23 20

Guaranteed Results 6 2 14 15 4 8 3 2 1

None of the Above 59 70 61 13 71 31 48 73 79

Total Ads 100 100 100 100 100 100 100 100 100

Appendix 9:Full Structure-Function Claims Appearing in Vitamin/Multivitamin Ads

Verb/Function Bodily Impact/Structure %1 CP/G2 Cert3

Multiple Formula / N=1678 (81.65%)Helps Support Brain development/brain function 8.0 0.0 0.0Supports Brain development/brain function 6.8 0.0 0.0Promotes Fitness/energy/endurance/vitality 5.6 0.0 0.0Supports Breast health 4.6 92.3 0.0Reenergizes Health/healthy lifestyle/longer life/healthy body 3.8 0.0 0.0Supports Fitness/energy/endurance/vitality 3.1 11.5 0.0Protects Against Chronic long-term illness 3.0 100.0 52.0Unlocks Fitness/energy/endurance/vitality 2.9 0.0 0.0Supports Immunity/harmful bacteria/body’s defenses/disease protection 2.6 0.0 0.0Supports Bone health/density/composition/structure/strength/mass/prevent bone loss 2.3 10.3 5.1Helps Health/healthy lifestyle/longer life/healthy body 2.2 0.0 0.0Boosts Immunity/harmful bacteria/body’s defenses/disease protection 1.5 15.4 0.0Promotes Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 1.5 8.0 0.0Promotes Nerve function 1.5 32.0 0.0Reduces Mental health/emotional well-being/depression/stress 1.4 0.0 0.0Manages Cholesterol/cholesterol levels 1.3 0.0 0.0Activates Fitness/energy/endurance/vitality 1.3 0.0 0.0Loose Fitness/energy/endurance/vitality 1.3 0.0 0.0Beats Mental health/emotional well-being/depression/stress 1.3 0.0 0.0Energizes Mind/acuity/alertness/concentration/decision making speed 1.2 0.0 0.0Promotes Anti-Oxidant protection/against effects of oxidants/free radicals 1.0 0.0 0.0Provides Anti-Oxidant protection/against effects of oxidants/free radicals 1.0 47.1 0.0Promotes Glucose balance/glucose control/glucose metabolism 1.0 0.0 0.0Maintains Nerve function 1.0 100.0 0.0Increases Fitness/energy/endurance/vitality 1.0 12.5 0.0Maintains Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 0.8 78.6 0.0

Builds Bone health/density/composition/structure/strength/mass/prevent bone loss 0.7 100.0 0.0Combats Effects Health/healthy lifestyle/longer life/healthy body 0.7 100.0 0.0Energizes Health/healthy lifestyle/longer life/healthy body 0.7 16.7 0.0Fights Mental health/emotional well-being/depression/stress 0.7 100.0 0.0Helps Diabetes/diabetic diet/insulin sensitivity 0.7 100.0 0.0Maintains Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 0.7 100.0 0.0Promotes Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 0.6 0.0 0.0Boosts Fitness/energy/endurance/vitality 0.6 30.0 0.0Provides Fitness/energy/endurance/vitality 0.6 100.0 0.0Ensures Glucose balance/glucose control/glucose metabolism 0.6 0.0 0.0Balances Hormone balance/hormone production 0.6 100.0 0.0Helps Manage Mental health/emotional well-being/depression/stress 0.6 100.0 0.0Supports Prostate health 0.6 40.0 0.0Helps Prevent Anti-Oxidant protection/against effects of oxidants/free radicals 0.5 0.0 0.0Recommended for Birth defects/baby’s brain health/baby’s eye health 0.5 0.0 0.0Supports Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 0.5 66.7 0.0Helps Restore Dietary deficiencies 0.5 0.0 0.0Protects Anti-Oxidant protection/against effects of oxidants/free radicals 0.5 25.0 0.0Helps Maintain Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 0.5 75.0 0.0Helps Maintain Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 0.5 75.0 0.0Trims Fitness/energy/endurance/vitality 0.5 0.0 0.0Helps Maintain Glucose balance/glucose control/glucose metabolism 0.5 100.0 0.0Essential for Health/healthy lifestyle/longer life/healthy body 0.5 0.0 0.0Support for Immunity/harmful bacteria/body’s defenses/disease protection 0.5 0.0 0.0Boosts Metabolism 0.5 0.0 0.0Improves Sleep/sleep patterns 0.5 50.0 0.0Supports Carbohydrate metabolism 0.4 100.0 0.0Increases Cholesterol/cholesterol levels 0.4 100.0 0.0Promotes Health/healthy lifestyle/longer life/healthy body 0.4 0.0 0.0Stimulates Health/healthy lifestyle/longer life/healthy body 0.4 0.0 0.0Helps Hormone balance/hormone production 0.4 0.0 0.0

Promotes Immunity/harmful bacteria/body's defenses/disease protection 0.4 0.0 0.0Improves Sexual health/estrogen levels/libido/menopause 0.4 100.0 0.0Supports Skin/hair/nails 0.4 100.0 0.0Support for Brain development/brain function 0.3 0.0 0.0Support for Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 0.3 0.0 0.0Supports Digestive health/regularity 0.3 0.0 0.0Support for Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 0.3 0.0 0.0Maintains Immunity/harmful bacteria/body’s defenses/disease protection 0.3 0.0 0.0Support for Skin/hair/nails 0.3 0.0 0.0Supports Adrenal glands 0.2 0.0 0.0Promotes Bone health/density/composition/structure/strength/mass/prevent bone loss 0.2 50.0 0.0Promotes Brain development/brain function 0.2 0.0 0.0Helps Contribute Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 0.2 100.0 0.0Reversing Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 0.2 100.0 0.0Enhances Cells/cell membrane/cell protection/cell growth/cell health/cell detoxification 0.2 100.0 0.0Supports Colon health 0.2 0.0 0.0Diminishes Cravings 0.2 100.0 0.0Improves Digestive health/regularity 0.2 100.0 0.0Helps Promote Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 0.2 100.0 0.0Supports Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 0.2 100.0 0.0Enhances Fitness/energy/endurance/vitality 0.2 50.0 0.0Important for Fitness/energy/endurance/vitality 0.2 0.0 0.0Revitalizes Fitness/energy/endurance/vitality 0.2 100.0 0.0Important for Immunity/harmful bacteria/body's defenses/disease protection 0.2 0.0 0.0Helps Beat Mental health/emotional well-being/depression/stress 0.2 100.0 0.0Protects Sexual health/estrogen levels/libido/menopause 0.2 0.0 0.0Nourishes Skin/hair/nails 0.2 0.0 0.0Helps Combat Anti-Oxidant protection/against effects of oxidants/free radicals 0.2 0.0 0.0Preserves Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 0.2 0.0 0.0Cut Cravings 0.2 100.0 0.0Support for Fitness/energy/endurance/vitality 0.2 0.0 0.0

Supports Health/healthy lifestyle/longer life/healthy body 0.2 0.0 0.0Enhances Mental health/emotional well-being/depression/stress 0.2 100.0 0.0Lowers Mental health/emotional well-being/depression/stress 0.2 100.0 0.0Promotes Mental health/emotional well-being/depression/stress 0.2 100.0 0.0Helps Support Mind/acuity/alertness/concentration/decision making speed 0.2 0.0 0.0Protection from Anti-Oxidant protection/against effects of oxidants/free radicals 0.1 100.0 0.0Necessary for Blood/blood health/blood composition 0.1 100.0 0.0Important for Bone health/density/composition/structure/strength/mass/prevent bone loss 0.1 0.0 0.0May Support Breast health 0.1 100.0 100.0Important for Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 0.1 0.0 0.0Supports Cells/cell membrane/cell protection/cell growth/cell health/cell detoxification 0.1 0.0 0.0Lowers Cholesterol/cholesterol levels 0.1 0.0 0.0May Reduce Chronic long-term illness 0.1 100.0 0.0Important for Digestive health/regularity 0.1 0.0 0.0Unlocks Digestive health/regularity 0.1 0.0 0.0Necessary for Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 0.1 100.0 0.0Helps Beat Fitness/energy/endurance/vitality 0.1 100.0 0.0Helps Unlock Fitness/energy/endurance/vitality 0.1 0.0 0.0Maximizes Fitness/energy/endurance/vitality 0.1 0.0 0.0Helps Support Glucose balance/glucose control/glucose metabolism 0.1 100.0 0.0Maintains Glucose balance/glucose control/glucose metabolism 0.1 0.0 0.0Improves Health/healthy lifestyle/longer life/healthy body 0.1 100.0 0.0Relieves Joints/mobility/Joint movement/flexibility/comfort 0.1 100.0 0.0Important for Mental health/emotional well-being/depression/stress 0.1 0.0 0.0Supports Metabolism 0.1 100.0 0.0Helps Beat Mind/acuity/alertness/concentration/decision making speed 0.1 100.0 0.0Promotes Muscle function/contraction/heart beat 0.1 0.0 0.0Important for Prostate health 0.1 0.0 0.0Promotes Prostate health 0.1 100.0 0.0Protects Prostate health 0.1 0.0 0.0Nourishes Skin/hair/nails 0.1 100.0 0.0

Provides Tanning 0.1 0.0 0.0Necessary for Teeth health 0.1 100.0 0.0Vitamin B / N=68 (3.31%)Improves Mind/acuity/alertness/concentration/decision making speed 33.8 0.0 0.0Maximizes Mind/acuity/alertness/concentration/decision making speed 33.8 0.0 0.0Protects Against Anti-Oxidant protection/against effects of oxidants/free radicals 29.4 100.0 100.0Helps with Fitness/ energy /endurance/vitality 29.4 100.0 100.0Helps with Hormone balance/hormone production 29.4 100.0 100.0Counteracts Mental health/emotional well-being/depression/stress 29.4 100.0 100.0Helps Mind/acuity/alertness/concentration/decision making speed 8.8 100.0 0.0Promotes Mind/acuity/alertness/concentration/decision making speed 8.8 100.0 0.0Keeps Cells/cell membrane/cell protection/cell growth/cell health/cell detoxification 7.4 100.0 0.0Helps Fitness/energy /endurance/vitality 5.9 100.0 100.0Helps Improve Health/healthy lifestyle/longer life/healthy body 5.9 100.0 0.0Helps Hormone balance/hormone production 5.9 100.0 100.0Reduces Mental health/emotional well-being/depression/stress 5.9 100.0 100.0Helps Improve Mind/acuity/alertness/concentration/decision making speed 5.9 100.0 0.0Helps Maintain Mind/acuity/alertness/concentration/decision making speed 5.9 100.0 0.0Helps Promote Mind/acuity/alertness/concentration/decision making speed 5.9 100.0 0.0Calms Mental health/emotional well-being/depression/stress 4.4 0.0 0.0Enhances Mind/acuity/alertness/concentration/decision making speed 4.4 0.0 0.0Helps Anti-Oxidant protection/against effects of oxidants/free radicals 2.9 100.0 100.0Protect for Bone health/density/composition/structure/strength/mass/prevent bone loss 2.9 100.0 100.0Helps Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 2.9 100.0 100.0Protection for Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 2.9 100.0 100.0Supports Immunity/harmful bacteria/body’s defenses/disease protection 2.9 100.0 100.0Helps Mental health/emotional well-being/depression/stress 2.9 100.0 100.0Necessary for Muscle function/contraction/heart beat 2.9 100.0 100.0Enhances Mental health/emotional well-being/depression/stress 1.5 100.0 100.0Vitamin C / N=165 (8.03%)Supports Immunity/harmful bacteria/body’s defenses/disease protection 25.5 71.4 85.7

Neutralizes Anti-Oxidant protection/against effects of oxidants/free radicals 18.2 100.0 100.0Helps Cancer/risk of cancer 18.2 100.0 100.0Boosts Immunity/harmful bacteria/body’s defenses/disease protection 18.2 13.3 0.0Keeps Skin/hair/nails 18.2 100.0 100.0Promotes Aging process 17.0 0.0 100.0Protect Against Anti-Oxidant protection/against effects of oxidants/free radicals 17.0 0.0 100.0Helps Elevate Immunity/harmful bacteria/body's defenses/disease protection 17.0 0.0 100.0Keeps Immunity/harmful bacteria/body's defenses/disease protection 4.2 0.0 0.0Keeps Blood vessels 2.4 100.0 0.0Protects Against Aging process 1.2 100.0 0.0Prevents Anti-oxidant protection/against effects of oxidants/free radicals 1.2 0.0 0.0Protects Anti-oxidant protection/against effects of oxidants/free radicals 1.2 100.0 0.0Protects Against Anti-oxidant protection/against effects of oxidants/free radicals 1.2 100.0 0.0Necessary for Blood vessels 1.2 100.0 0.0Keeps Blood/blood health/blood composition 1.2 0.0 0.0Fortifies Bone health/density/composition/structure/strength/mass/prevent bone loss 1.2 100.0 0.0Necessary for Bone health/density/composition/structure/strength/mass/prevent bone loss 1.2 100.0 0.0Promotes Bone health/density/composition/structure/strength/mass/prevent bone loss 1.2 0.0 0.0Maintains Cholesterol/cholesterol levels 1.2 100.0 0.0Maintains Collagen/collagen fibers/collagen in joints/cartilage health 1.2 0.0 0.0Keeps Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 1.2 100.0 0.0Preserves Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 1.2 0.0 0.0Protects Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 1.2 100.0 0.0Boosts Fitness/ energy /endurance/vitality 1.2 0.0 0.0Boosts Health/healthy lifestyle/longer life/healthy body 1.2 0.0 0.0Protects Health/healthy lifestyle/longer life/healthy body 1.2 100.0 0.0Bolstering Immunity/harmful bacteria/body’s defenses/disease protection 1.2 100.0 0.0Improves Joints/mobility/Joint movement/flexibility/comfort 1.2 100.0 0.0Necessary for Joints/mobility/Joint movement/flexibility/comfort 1.2 100.0 0.0Preserves Joints/mobility/Joint movement/flexibility/comfort 1.2 100.0 0.0Reduces Joints/mobility/Joint movement/flexibility/comfort 1.2 100.0 0.0

Fortifies Teeth health 1.2 100.0 0.0Necessary for Teeth health 1.2 100.0 0.0Promotes Teeth health 1.2 0.0 0.0Builds Bone health/density/composition/structure/strength/mass/prevent bone loss 0.6 0.0 0.0Vitamin D / N=10 (0.49%)Develops Bone health/density/composition/structure/strength/mass/prevent bone loss 40.0 0.0 0.0Maintains Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 40.0 0.0 0.0Produces Collagen/collagen fibers/collagen in joints/cartilage health 40.0 0.0 0.0Helps Support Immunity/harmful bacteria/body's defenses/disease protection 40.0 0.0 0.0Helps Maintain Joints/mobility/joint movement/flexibility/comfort 40.0 0.0 0.0Counteracts Mental health/emotional well-being/depression/stress 40.0 0.0 0.0Helps Maintain Bone health/density/composition/structure/strength/mass/prevent bone loss 30.0 100.0 0.0Supports Immunity/harmful bacteria/body's defenses/disease protection 30.0 100.0 0.0Plays Positive Role in Bone health/density/composition/structure/strength/mass/prevent bone loss 10.0 0.0 0.0Plays Positive Role in Breast health 10.0 0.0 0.0Plays Positive Role in Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 10.0 0.0 0.0Plays Positive Role in Colon health 10.0 0.0 0.0Plays Positive Role in Immunity/harmful bacteria/body's defenses/disease protection 10.0 0.0 0.0Plays Positive Role in Pancreatic health 10.0 0.0 0.0Vitamin E / N=134 (6.52%)Protects Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 36.6 44.9 87.8Helps Blood vessels 16.4 100.0 100.0Protects Blood vessels 16.4 100.0 100.0Boosts Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 16.4 100.0 100.0Helps Prevent Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 16.4 100.0 100.0Reduces Risk of Developing Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 16.4 100.0 100.0Fights Cholesterol/cholesterol levels 16.4 100.0 100.0Protects Brain development/brain function 15.7 0.0 100.0Helps Fitness/energy/endurance/vitality 15.7 0.0 100.0Protects Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 14.2 0.0 100.0Protects Immunity/harmful bacteria/body’s defenses/disease protection 14.2 0.0 100.0

Protects Skin/hair/nails 14.2 0.0 100.0Supports Immunity/ harmful bacteria/body’s defenses/disease protection 7.5 40.0 20.0Promotes Aging process 6.0 0.0 100.0Plays a Role in Anti-Oxidant protection/against effects of oxidants/free radicals 6.0 100.0 100.0Protects Anti-Oxidant protection/against effects of oxidants/free radicals 6.0 0.0 100.0Plays a Role in Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 6.0 100.0 100.0Plays a Role in Immunity/harmful bacteria/body’s defenses/disease protection 6.0 100.0 100.0Fights Anti-Oxidant protection/against effects of oxidants/free radicals 4.5 0.0 0.0Supports Prostate health 4.5 0.0 0.0Activates Anti-Oxidant protection/against effects of oxidants/free radicals 3.0 100.0 0.0Neutralizes Anti-Oxidant protection/against effects of oxidants/free radicals 3.0 0.0 0.0Helps Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 3.0 100.0 0.0Supports Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 3.0 0.0 0.0Protects Against Anti-Oxidant protection/against effects of oxidants/free radicals 1.5 0.0 100.0Protects Bone health/density/composition/structure/strength/mass/prevent bone loss 1.5 0.0 100.0Maintains Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 1.5 0.0 100.0Protects Cells/cell membrane/cell protection/cell growth/cell health/cell detoxification 1.5 0.0 100.0Maintains Cholesterol/cholesterol levels 1.5 0.0 100.0Helps Immunity/harmful bacteria/body’s defenses/disease protection 1.5 0.0 100.0Helps Metabolism 1.5 0.0 100.0Total N=20551 Percentage of ads in <supplement category> making that specific S-F claim.2 Percentage of ads in <supplement category> with that specific S-F claim that also claim that the product is clinically proven or that results are guaranteed.

3 Percentage of ads in <supplement category> with that specific S-F claim that also display a Housekeeping Seal or USP Verification.

Full Structure-Function Claims Appearing in Mineral AdsVerb/Function Bodily Impact/Structure %1 CP/G2 Cert3

Calcium / N=602 (80.48%)Keeps Bone health/density/composition/structure/strength/mass/prevent bone loss 16.6 96.0 0.0Helps Keep Bone health/density/composition/structure/strength/mass/prevent bone loss 9.3 0.0 0.0Keeps Colon health 7.6 100.0 0.0Enhances Bone health/density/composition/structure/strength/mass/prevent bone loss 6.6 0.0 0.0Enhances Joints/mobility/Joint movement/flexibility/comfort 6.6 0.0 0.0Keeps Health/healthy lifestyle/longer life/healthy body 6.5 100.0 0.0Nourishes Bone health/density/composition/structure/strength/mass/prevent bone loss 6.0 0.0 0.0Helps Bone health/density/composition/structure/strength/mass/prevent bone loss 3.7 0.0 0.0Builds Bone health/density/composition/structure/strength/mass/prevent bone loss 2.8 0.0 0.0Helps Prevent Bone health/density/composition/structure/strength/mass/prevent bone loss 2.7 75.0 0.0Helps Calcium absorption/calcium metabolism 0.8 100.0 0.0Regulates Blood pressure/circulation 0.7 0.0 0.0Prevents Bone health/density/composition/structure/strength/mass/prevent bone loss 0.7 0.0 0.0Supports Colon health 0.7 0.0 0.0Supports Health/healthy lifestyle/longer life/healthy body 0.7 0.0 0.0Boosts Bone health/density/composition/structure/strength/mass/prevent bone loss 0.3 100.0 0.0Contributes to Bone health/density/composition/structure/strength/mass/prevent bone loss 0.3 100.0 0.0Develops Bone health/density/composition/structure/strength/mass/prevent bone loss 0.3 0.0 0.0Helps Slow Bone health/density/composition/structure/strength/mass/prevent bone loss 0.3 0.0 0.0Increases Bone health/density/composition/structure/strength/mass/prevent bone loss 0.3 100.0 0.0Maintains Bone health/density/composition/structure/strength/mass/prevent bone loss 0.3 0.0 0.0Reduce Risk Bone health/density/composition/structure/strength/mass/prevent bone loss 0.3 0.0 0.0Reduces Bone health/density/composition/structure/strength/mass/prevent bone loss 0.3 0.0 0.0Contributes to Colon health 0.3 100.0 0.0Delivers Bone health/density/composition/structure/strength/mass/prevent bone loss 0.2 0.0 0.0Strengthens Bone health/density/composition/structure/strength/mass/prevent bone loss 0.2 0.0 0.0Delivers Mental health/emotional well-being/depression/stress 0.2 0.0 0.0

Supports Respiration/nasal passages 0.2 0.0 0.0Mineral-Assorted / N=22 (2.94%)Enhances Response to Sexual health/estrogen levels/libido/menopause 36.4 0.0 0.0Prevents Electrolyte balance/dehydration 27.3 0.0 0.0Rehydrate Health/healthy lifestyle/longer life/healthy body 18.2 0.0 0.0Magnesium / N = 91 (12.17%)Maintains Muscle function/contraction/heart beat 51.6 0.0 0.0Helps Calcium absorption/calcium metabolism 36.3 0.0 0.0

Helps MaintainCardiovascular benefits/heart health/heart function/circulation/coronary heart disease 36.3 0.0 0.0

Maintains Fitness/energy/endurance/vitality 15.4 0.0 0.0Necessary for Muscle function/contraction/heart beat 15.4 0.0 0.0Beneficial for Glucose balance/glucose control/glucose metabolism 13.2 100.0 0.0

Beneficial forCardiovascular benefits/heart health/heart function/circulation/coronary heart disease 6.6 100.0 0.0

LowersCardiovascular benefits/heart health/heart function/circulation/coronary heart disease 2.2 100.0 0.0

Improves Glucose balance/glucose control/glucose metabolism 2.2 100.0 0.0Lowers Glucose balance/glucose control/glucose metabolism 2.2 100.0 0.0Helps Maintain Muscle function/contraction/heart beat 2.2 100.0 0.0Reduces Muscle function/contraction/heart beat 2.2 100.0 0.0Minerals and DHA / N=21 (2.81%)Improves Mind/acuity/alertness/concentration/decision making speed 100.0 65.4 0.0Increases Mind/acuity/alertness/concentration/decision making speed 100.0 79.3 0.0Improves Fitness/energy/endurance/vitality 52.4 100.0 0.0Promotes Glucose balance/glucose control/glucose metabolism 52.4 100.0 0.0Provides Nutritional support 52.4 100.0 0.0Helps Promote Glucose balance/glucose control/glucose metabolism 28.6 0.0 0.0Maintaining Brain development/brain function 19.0 100.0 0.0Preserves Mind/acuity/alertness/concentration/decision making speed 19.0 100.0 0.0

Selenium / N=8 (1.07%)Protects Anti-Oxidant protection/against effects of oxidants/free radicals 100.0 100.0 0.0Protects Cells/cell membrane/cell protection/cell growth/cell health/cell detoxification 100.0 100.0 0.0Improves Immunity/harmful bacteria/body's defenses/disease protection 100.0 100.0 0.0Silicon / N=4 (0.53%)Activates Bone health/density/composition/structure/strength/mass/prevent bone loss 100.0 100.0 0.0Increases Calcium absorption/calcium metabolism 100.0 100.0 0.0 Total N = 7481 Percentage of ads in <supplement category> making that specific S-F claim.2 Percentage of ads in <supplement category> with that specific S-F claim that also claim that the product is clinically proven or that results are guaranteed.

3 Percentage of ads in <supplement category> with that specific S-F claim that also display a Housekeeping Seal or USP Verification.

Full Structure-Function Claims Appearing in Other Supplement AdsVerb/Function Bodily Impact/Structure %1 CP/G2 Cert3

Antioxidants / N=14 (0.61%)Generates Fitness/energy/endurance/vitality 28.6 100.0 0.0Helps Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 14.3 100.0 0.0Antioxidants-CoQ10 / N=6 (0.26%)Fights Aging process 33.3 0.0 0.0Reinforces Aging process 33.3 0.0 0.0Supports Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 33.3 100.0 0.0Helps Extend Fitness/energy/endurance/vitality 33.3 0.0 0.0Promotes Fitness/energy/endurance/vitality 33.3 100.0 0.0Antioxidants-Lutein / N=298 (13.76%)Preserves Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 41.9 98.4 0.0Keeps Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 21.1 0.0 0.0Promotes Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 8.7 30.8 0.0Helps Prevent Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 5.4 100.0 0.0Maintains Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 4.4 100.0 0.0Helps Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 4.0 100.0 0.0Prevents Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 3.4 0.0 0.0Slowing Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 3.4 0.0 0.0Protects Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 1.3 50.0 0.0Provides Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 1.0 100.0 0.0Combats Anti-Oxidant protection/against effects of oxidants/free radicals 0.7 100.0 0.0Helps Keep Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 0.7 100.0 0.0Slows Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 0.7 100.0 0.0Fatty Acids / N=148 (6.83%)Important for Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 24.3 0.0 0.0Important for Brain development/brain function 23.6 0.0 0.0Important for Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 20.3 0.0 0.0

Promotes Brain development/brain function 17.6 0.0 0.0Promotes Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 17.6 0.0 0.0Gives Anti-Oxidant protection/against effects of oxidants/free radicals 16.2 0.0 0.0Essential to Brain development/brain function 13.5 0.0 0.0Essential to Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 13.5 0.0 0.0Important for Health/healthy lifestyle/longer life/healthy body 6.1 0.0 0.0Reduces Anti-Oxidant protection/against effects of oxidants/free radicals 4.1 100.0 0.0Increases Fitness/energy/endurance/vitality 4.1 100.0 0.0Rejuvenates Cells/cell membrane/cell protection/cell growth/cell health/cell detoxification 2.7 100.0 0.0Important for Mental health/emotional well-being/depression/stress 2.7 0.0 0.0Rejuvenates Health/healthy lifestyle/longer life/healthy body 1.4 100.0 0.0Gives Skin/hair/nails 1.4 100.0 0.0Important for Health of heart 0.7 0.0 0.0Fish Oil Supplement / N = 134 (6.19%)Supports Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 18.7 16.0 0.0Supports Immunity/harmful bacteria/body’s defenses/disease protection 17.9 62.5 0.0Protects Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 16.4 72.7 72.7Boosts Brain development/brain function 14.9 0.0 0.0Supports Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 14.2 10.5 0.0May Reduce Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 13.4 88.9 100.0Supports Brain development/brain function 11.2 13.3 0.0Helps Develop Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 11.2 0.0 0.0Promotes Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 11.2 86.7 0.0Helps Develop Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 11.2 0.0 0.0Supports Joints/mobility/joint movement/flexibility/comfort 9.0 0.0 0.0Promotes Blood/blood health/blood composition 7.5 0.0 0.0Supports Nerve function 7.5 0.0 0.0Helps Develop Brain development/brain function 6.7 0.0 0.0Reduces Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 6.0 100.0 0.0

Soothes Joints/mobility/joint movement/flexibility/comfort 6.0 0.0 0.0Supports Bone health/density/composition/structure/strength/mass/prevent bone loss 5.2 0.0 0.0Helps Keep Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 5.2 100.0 0.0Reduce the Risk Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 5.2 100.0 0.0Supports Hair growth/hair regrowth/hair strength 5.2 0.0 0.0Supports Skin/hair/nails 5.2 0.0 0.0Health Develop Brain development/brain function 4.5 0.0 0.0Maintains Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 4.5 100.0 0.0Supports Calcium absorption/calcium metabolism 3.0 0.0 0.0Protects Anti-Oxidant protection/against effects of oxidants/free radicals 2.2 0.0 0.0Important to Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 2.2 0.0 0.0Helps Maintain Cholesterol/cholesterol levels 2.2 0.0 0.0Maintaining Connective tissue 2.2 0.0 0.0Important to Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 2.2 0.0 0.0Protects Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 2.2 0.0 0.0Nourishes Hair growth/hair regrowth/hair strength 2.2 0.0 0.0Supports Health/healthy lifestyle/longer life/healthy body 2.2 0.0 0.0Maintaining Joints/mobility/joint movement/flexibility/comfort 2.2 0.0 0.0Important to Mind/acuity/alertness/concentration/decision making speed 2.2 0.0 0.0Protects Mind/acuity/alertness/concentration/decision making speed 2.2 0.0 0.0Nourishes Skin/hair/nails 2.2 0.0 0.0Attacks Brain development/brain function 1.5 0.0 0.0Benefits Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 1.5 0.0 0.0Optimizes Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 1.5 100.0 0.0May Reduce Chemotherapy side effects/radiation side effects 1.5 100.0 0.0Optimizes Health/healthy lifestyle/longer life/healthy body 1.5 100.0 0.0Aids in Improving Immunity/harmful bacteria/body's defenses/disease protection 1.5 100.0 0.0Attacks Inflammation/anti-inflammatory response 1.5 0.0 0.0Brings About Inflammation/anti-inflammatory response 1.5 0.0 0.0

Reduces Inflammation/anti-inflammatory response 1.5 0.0 0.0Maintains Joints/mobility/joint movement/flexibility/comfort 1.5 100.0 0.0May Reduce Joints/mobility/joint movement/flexibility/comfort 1.5 0.0 0.0Protect from Mental health/emotional well-being/depression/stress 1.5 0.0 0.0Supports Mental health/emotional well-being/depression/stress 1.5 100.0 0.0Keeps Mind/acuity/alertness/concentration/decision making speed 1.5 0.0 0.0Optimizes Mind/acuity/alertness/concentration/decision making speed 1.5 100.0 0.0Supports Mind/acuity/alertness/concentration/decision making speed 1.5 100.0 0.0Optimizes Muscle function/contraction/heart beat 1.5 100.0 0.0Erase Sexual health/estrogen levels/libido/menopause 1.5 100.0 0.0Provides Anti-Oxidant protection/against effects of oxidants/free radicals 0.7 0.0 0.0Promotes Blood pressure/circulation 0.7 0.0 0.0Proven to Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 0.7 0.0 0.0Supports Cholesterol/cholesterol levels 0.7 0.0 0.0Glucosamine & Chondroitin / N=1,204 (55.59%)Lubricates Joints/mobility/joint movement/flexibility/comfort 68.9 23.6 1.9Cushions Joints/mobility/joint movement/flexibility/comfort 35.6 27.5 3.7Nourishes Joints/mobility/joint movement/flexibility/comfort 23.8 26.5 5.6Promotes Joints/mobility/joint movement/flexibility/comfort 20.8 29.2 0.0Protects Joints/mobility/joint movement/flexibility/comfort 19.0 99.1 0.0Rebuilds Collagen/collagen fibers/collagen in joints/cartilage health 15.5 10.7 0.0Rebuilds Joints/mobility/joint movement/flexibility/comfort 12.7 93.5 0.0Soothes Joints/mobility/joint movement/flexibility/comfort 12.4 19.5 0.0Maintains Collagen/collagen fibers/collagen in joints/cartilage health 12.0 47.6 0.0Maintains Joints/mobility/joint movement/flexibility/comfort 11.9 48.3 0.0Replenishes Joints/mobility/joint movement/flexibility/comfort 11.3 100.0 0.0Helps Renew Collagen/collagen fibers/collagen in joints/cartilage health 10.2 0.0 0.0Strengthens Joints/mobility/joint movement/flexibility/comfort 6.9 32.5 19.3Reduces Joints/mobility/joint movement/flexibility/comfort 6.6 80.0 0.0

Renews Collagen/collagen fibers/collagen in joints/cartilage health 6.3 5.3 0.0Repairs Collagen/collagen fibers/collagen in joints/cartilage health 6.0 0.0 0.0Maintains Bone health/density/composition/structure/strength/mass/prevent bone loss 5.2 11.1 0.0Controls Joints/mobility/joint movement/flexibility/comfort 4.8 0.0 0.0Inhibits Collagen/collagen fibers/collagen in joints/cartilage health 4.7 0.0 0.0Comforts Joints/mobility/joint movement/flexibility/comfort 4.5 100.0 0.0Lubricates Collagen/collagen fibers/collagen in joints/cartilage health 4.3 0.0 0.0Renews Joints/mobility/joint movement/flexibility/comfort 4.2 0.0 0.0Improves Fitness/energy/endurance/vitality 3.9 100.0 0.0Improves Health/healthy lifestyle/longer life/healthy body 3.9 100.0 0.0Supports Joints/mobility/joint movement/flexibility/comfort 3.6 0.0 0.0Improves Joints/mobility/joint movement/flexibility/comfort 3.0 100.0 0.0Hydrates Joints/mobility/joint movement/flexibility/comfort 2.8 100.0 0.0Helps Improve Joints/mobility/joint movement/flexibility/comfort 2.7 100.0 0.0Revitalizes Joints/mobility/joint movement/flexibility/comfort 2.2 100.0 0.0Helps Lubricates Joints/mobility/joint movement/flexibility/comfort 2.1 0.0 0.0Generates Collagen/collagen fibers/collagen in joints/cartilage health 1.8 100.0 0.0Helps Collagen/collagen fibers/collagen in joints/cartilage health 1.8 31.8 0.0Builds Joints/mobility/joint movement/flexibility/comfort 1.8 100.0 9.1Supports Collagen/collagen fibers/collagen in joints/cartilage health 1.7 20.0 0.0Rejuvenates Joints/mobility/joint movement/flexibility/comfort 1.6 100.0 0.0Builds Collagen/collagen fibers/collagen in joints/cartilage health 1.4 0.0 0.0Cushioning Joints/mobility/joint movement/flexibility/comfort 1.4 100.0 0.0Helps Rejuvenate Joints/mobility/joint movement/flexibility/comfort 1.4 100.0 0.0Strengthening Joints/mobility/joint movement/flexibility/comfort 1.4 100.0 0.0Eases Joints/mobility/joint movement/flexibility/comfort 1.3 0.0 0.0Starts Comforting Joints/mobility/joint movement/flexibility/comfort 1.3 100.0 0.0Contributes to Collagen/collagen fibers/collagen in joints/cartilage health 1.2 0.0 0.0Helps Joints/mobility/joint movement/flexibility/comfort 1.2 28.6 0.0

Regenerates Collagen/collagen fibers/collagen in joints/cartilage health 0.9 100.0 0.0Helps with Joints/mobility/joint movement/flexibility/comfort 0.9 100.0 0.0Maintains Connective tissue 0.7 0.0 0.0Nourishes Joints/mobility/joint movement/flexibility/comfort 0.6 0.0 0.0Helps Maintain Bone health/density/composition/structure/strength/mass/prevent bone loss 0.5 0.0 0.0Promotes Bone health/density/composition/structure/strength/mass/prevent bone loss 0.5 100.0 0.0Helps Maintain Joints/mobility/joint movement/flexibility/comfort 0.5 0.0 0.0Contributes to Bone health/density/composition/structure/strength/mass/prevent bone loss 0.3 0.0 0.0Promotes Skin/hair/nails 0.3 0.0 0.0Delivers Joints/mobility/joint movement/flexibility/comfort 0.2 0.0 0.0Helps Build Collagen/collagen fibers/collagen in joints/cartilage health 0.2 100.0 0.0Detoxify Health/healthy lifestyle/longer life/healthy body 0.2 0.0 0.0Helps Relieve Joints/mobility/joint movement/flexibility/comfort 0.2 100.0 0.0Herbal Supplement-Assorted / N=156 (7.20%)Relieves Sexual health/estrogen levels/libido/menopause 16.7 100.0 0.0Helps Promote Hair growth/hair regrowth/hair strength 12.8 100.0 0.0Helps Reduce Hair growth/hair regrowth/hair strength 12.8 100.0 0.0Promotes Hair growth/hair regrowth/hair strength 11.5 88.9 0.0Inhibits Cholesterol/cholesterol levels 10.3 100.0 0.0Lowers Cholesterol/cholesterol levels 10.3 100.0 0.0Slows Hair growth/hair regrowth/hair strength 7.7 83.3 0.0Relieves Tinnitus 6.4 0.0 0.0Relief From Asthma and seasonal allergies 3.8 100.0 0.0Relief From Colds and flu/duration of flu symptoms 3.8 100.0 0.0Relief From Emphysema and bronchitis 3.8 100.0 0.0Strengthens Hair growth/hair regrowth/hair strength 3.8 66.7 0.0Helps Sleep/sleep patterns 3.8 100.0 0.0Nourishes Hair growth/hair regrowth/hair strength 2.6 100.0 0.0Reduces Cholesterol/cholesterol levels 1.3 100.0 0.0

Fights Fitness/energy/endurance/vitality 1.3 0.0 0.0Relieves Mental health/emotional well-being/depression/stress 1.3 0.0 0.0Supports Sexual health/estrogen levels/libido/menopause 1.3 0.0 0.0Temporarily Relieves Tinnitus 1.3 0.0 0.0Maintains Respiration/nasal passages 0.6 100.0 0.0Promotes Respiration/nasal passages 0.6 100.0 0.0Relief from Tinnitus 0.6 0.0 0.0Herbal Supplement-Acai Extract / N=4 (0.17%)Boosts Fitness/energy/endurance/vitality 50.0 0.0 0.0Provides Fitness/energy/endurance/vitality 50.0 0.0 0.0Herbal Supplement-Amino Acids / N=6 (0.26%)Cleanses Digestive health/regularity 66.7 0.0 0.0Mobilizes Dietary deficiencies 33.3 0.0 0.0Boosts Liver health 33.3 0.0 0.0Herbal Supplement-Berry Extract / N=8 (0.35%)Grow Bust size 25.0 0.0 0.0Boosts Immunity/harmful bacteria/body’s defenses/disease protection 25.0 100.0 0.0Supports Immunity/harmful bacteria/body’s defenses/disease protection 25.0 100.0 0.0Reduces Colds and flu/duration of flu symptoms 12.5 100.0 0.0Shorten Colds and flu/duration of flu symptoms 12.5 100.0 0.0Herbal Supplement-Echinacea / N=4 (0.17%)Boosts Immunity/harmful bacteria/body’s defenses/disease protection 100.0 100.0 100.0Strengthens Immunity/harmful bacteria/body’s defenses/disease protection 100.0 100.0 100.0Herbal Supplement-Fiber / N=11 (0.48%)Supports Blood/blood health/blood composition 100.0 0.0 0.0Helps Digestive health/regularity 100.0 0.0 0.0Provides Fitness/energy/endurance/vitality 100.0 0.0 0.0Supports Glucose balance/glucose control/glucose metabolism 100.0 0.0 0.0

Helps Toxins/detoxification 100.0 0.0 0.0Maximizes Digestive health/regularity 18.2 0.0 0.0Herbal Supplement-Garlic / N=12 (0.52%)Supports Blood pressure/circulation 100.0 100.0 0.0Supports Cholesterol/cholesterol levels 100.0 100.0 0.0Supports Immunity/harmful bacteria/body's defenses/disease protection 83.3 100.0 0.0Supports Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 16.7 100.0 0.0Herbal Supplement-Ginger Root / N=12 (0.52%)Maintains Prostate health 58.3 0.0 0.0Helps Maintain Prostate health 8.3 0.0 0.0Herbal Supplement-Gingko Biloba, Ginseng / N=1 (0.04%)Reduces Sexual health/estrogen levels/libido/menopause 100.0 100.0 0.0Helps Increase Blood pressure/circulation 100.0 100.0 0.0Reduces Bone health/density/composition/structure/strength/mass/prevent bone loss 100.0 100.0 0.0Helps Increase Sexual health/estrogen levels/libido/menopause 100.0 100.0 0.0Promotes Sexual health/estrogen levels/libido/menopause 100.0 100.0 0.0Herbal Supplement-Ginsana / N=33 (1.43%)Enhances Fitness/energy/endurance/vitality 100.0 69.7 0.0Helps Maintain Fitness/energy/endurance/vitality 30.3 0.0 0.0Increases Blood/blood health/blood composition 18.2 100.0 0.0Increases Fitness/energy/endurance/vitality 18.2 100.0 0.0Herbal Supplement-Ginseng / N=63 (2.72%)Helps Fitness/energy/endurance/vitality 50.8 0.0 0.0Enhances Metabolism 31.7 0.0 0.0Increases Fitness/energy/endurance/vitality 28.6 0.0 0.0Maximizes Fitness/energy/endurance/vitality 28.6 0.0 0.0Helps Mind/acuity/alertness/concentration/decision making speed 28.6 0.0 0.0Promotes Health/healthy lifestyle/longer life/healthy body 25.4 0.0 0.0Improves Fitness/energy/endurance/vitality 22.2 14.3 0.0

Strengthens Immunity/harmful bacteria/body’s defenses/disease protection 20.6 30.8 0.0Supports Blood/blood health/blood composition 19.0 0.0 0.0Keeps You Fitness/energy/endurance/vitality 19.0 0.0 0.0May Help Metabolism 19.0 0.0 0.0Improves Mind/acuity/alertness/concentration/decision making speed 19.0 0.0 0.0Keeps You Mind/acuity/alertness/concentration/decision making speed 19.0 0.0 0.0Fights Fitness/energy/endurance/vitality 9.5 0.0 0.0Prevents Colds and flu/duration of flu symptoms 3.2 100.0 0.0Maximizes Immunity/harmful bacteria/body’s defenses/disease protection 3.2 100.0 0.0Helps Metabolism 3.2 0.0 0.0Herbal Supplement-Green Tea Extract / N=34 (1.47%)Supports Mind/acuity/alertness/concentration/decision making speed 41.2 0.0 0.0Promotes Immunity/harmful bacteria/body’s defenses/disease protection 29.4 0.0 0.0Fights Anti-Oxidant protection/against effects of oxidants/free radicals 23.5 0.0 0.0Enhances Anti-Oxidant protection/against effects of oxidants/free radicals 20.6 0.0 0.0Supports Eyes/vision clarity/AMD/eye disease/eye function/eye health/eye sight 20.6 0.0 0.0Helps Fitness/energy/endurance/vitality 20.6 0.0 0.0Provides Anti-Oxidant protection/against effects of oxidants/free radicals 11.8 0.0 0.0Burns Dietary deficiencies 11.8 100.0 0.0Supports Anti-Oxidant protection/against effects of oxidants/free radicals 5.9 0.0 0.0Promotes Cardiovascular benefits/heart health/heart function/circulation/coronary heart disease 5.9 0.0 0.0Supports Fitness/energy/endurance/vitality 5.9 0.0 0.0Helps Boost Metabolism 5.9 0.0 0.0Herbal Supplement-Green Tea Extract, Willow Bark / N=15 (0.65%)Keeps Fitness/energy/endurance/vitality 53.3 0.0 0.0Relieves Fitness/energy/endurance/vitality 33.3 0.0 0.0Helps Regulate Glucose balance/glucose control/glucose metabolism 33.3 0.0 0.0Enhances Health/healthy lifestyle/longer life/healthy body 33.3 0.0 0.0Rejuvenates Immunity/harmful bacteria/body's defenses/disease protection 33.3 0.0 0.0

Boosts Metabolism 33.3 0.0 0.0Increases Mind/acuity/alertness/concentration/decision making speed 33.3 0.0 0.0Restores Mind/acuity/alertness/concentration/decision making speed 33.3 0.0 0.0Helps Support Fitness/energy/endurance/vitality 13.3 0.0 0.0Helps Support Mind/acuity/alertness/concentration/decision making speed 13.3 0.0 0.0Herbal Supplement-Horny Goat Weed / N=32 (1.38%)Increases Sexual health/estrogen levels/libido/menopause 25.0 100.0 0.0Increases Erection/erectile rigidity/erection size 18.8 100.0 0.0Maintains Erection/erectile rigidity/erection size 18.8 100.0 0.0Enhances Sexual health/estrogen levels/libido/menopause 18.8 100.0 0.0Herbal Supplement-Horny Goat Weed, Gingko Biloba / N=30 (1.30%)Stimulates Blood pressure/circulation 53.3 100.0 0.0Increases Erection/erectile rigidity/erection size 53.3 100.0 0.0Enhances Erection/erectile rigidity/erection size 46.7 0.0 0.0Herbal Supplement-Melatonin / N=19 (0.82%)Helps Sleep/sleep patterns 100.0 0.0 0.0Herbal Supplement-Psyllium Husk / N=4 (0.48%)Improves Digestive health/regularity 36.4 0.0 0.0Increases Fitness/energy/endurance/vitality 36.4 0.0 0.0Improves Health/healthy lifestyle/longer life/healthy body 36.4 0.0 0.0Cleanses Digestive health/regularity 18.2 0.0 0.0Helps Strengthen Health/healthy lifestyle/longer life/healthy body 18.2 0.0 0.0Promotes Health/healthy lifestyle/longer life/healthy body 18.2 0.0 0.0Supports Digestive health/regularity 9.1 0.0 0.0Supports Electrolyte balance/dehydration 9.1 0.0 0.0Herbal Supplement-Sweet Clover, Bladder Wrack / N=8 (0.35%)Helps Blood pressure/circulation 75.0 100.0 0.0Reduces Cellulite 75.0 66.7 0.0Drains Electrolyte balance/dehydration 75.0 100.0 0.0

Helps Protect Collagen/collagen fibers/collagen in joints/cartilage health 50.0 100.0 0.0Decreases Cutaneous edema 50.0 100.0 0.0Promotes Lymphatic system/drainage 50.0 100.0 0.0Helps Metabolism 50.0 100.0 0.0Helps Skin/hair/nails 50.0 100.0 0.0Helps Cells/cell membrane/cell protection/cell growth/cell health/cell detoxification 25.0 100.0 0.0Helps Cellulite 25.0 100.0 0.0Protects Collagen/collagen fibers/collagen in joints/cartilage health 25.0 100.0 0.0Herbal Supplement-Wheatgrass / N=49 (2.12%)Builds Fitness/energy/endurance/vitality 30.6 0.0 0.0Provides Fitness/energy/endurance/vitality 24.5 0.0 0.0Provides Health/healthy lifestyle/longer life/healthy body 24.5 0.0 0.0Boosts Fitness/energy/endurance/vitality 4.1 0.0 0.0Total N=23121 Percentage of ads in <supplement category> making that specific S-F claim.2 Percentage of ads in <supplement category> with that specific S-F claim that also claim that the product is clinically proven or that results are guaranteed.

3 Percentage of ads in <supplement category> with that specific S-F claim that also display a Housekeeping Seal or USP Verification.