In National Advertising Division Challenge, Asutra Voluntarily Discontinues Claims for Magnesium Body Butter with Capsaicin

New York, NY, December 11, 2025 – BBB National Programs’ National Advertising Division challenged express and implied advertising claims made by Proximity Capital Partners, LLC d/b/a Asutra concerning the efficacy of its Magnesium Body Butter with Capsaicin.

The challenged health-related claims, including claims that Asutra’s Magnesium Body Butter with Capsaicin provides relief from chronic pain, aids recovery, and promotes comfort and better sleep, as well as the implied claim that it eliminates chronic pain in a short period of time, appeared on Asutra’s website.

During the inquiry, Asutra informed the National Advertising Division (NAD) that it had permanently discontinued the challenged claims for business reasons unrelated to the challenge. Therefore, NAD did not review the claims on their merits and will treat the discontinued claims, for compliance purposes, as though NAD recommended they be discontinued and Asutra agreed to comply.

In its advertiser statement, Asutra stated it “supports industry-self regulation and appreciates NAD’s important role in the process.”

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than 20 globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create fair competition for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. 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 create fair competition for business.  

In National Advertising Division Challenge, Asutra Voluntarily Discontinues Claims for Magnesium Body Butter with Capsaicin

New York, NY, December 11, 2025 – BBB National Programs’ National Advertising Division challenged express and implied advertising claims made by Proximity Capital Partners, LLC d/b/a Asutra concerning the efficacy of its Magnesium Body Butter with Capsaicin.

The challenged health-related claims, including claims that Asutra’s Magnesium Body Butter with Capsaicin provides relief from chronic pain, aids recovery, and promotes comfort and better sleep, as well as the implied claim that it eliminates chronic pain in a short period of time, appeared on Asutra’s website.

During the inquiry, Asutra informed the National Advertising Division (NAD) that it had permanently discontinued the challenged claims for business reasons unrelated to the challenge. Therefore, NAD did not review the claims on their merits and will treat the discontinued claims, for compliance purposes, as though NAD recommended they be discontinued and Asutra agreed to comply.

In its advertiser statement, Asutra stated it “supports industry-self regulation and appreciates NAD’s important role in the process.”

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of NAD, NARB, and CARU decisions, subscribe to the online archive. Per NAD/NARB Procedures, this release may not be used for promotional purposes.

About BBB National Programs: BBB National Programs, a non-profit organization, is the home of U.S. independent industry self-regulation, currently operating more than 20 globally recognized programs that have been helping enhance consumer trust in business for more than 50 years. These programs provide third-party accountability and dispute resolution services that address existing and emerging industry issues, create fair competition for businesses, and a better experience for consumers. BBB National Programs continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-and-teen-directed marketing, data privacy, dispute resolution, automobile warranty, technology, and emerging areas. 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 create fair competition for business.  

Contact Information

Name: Jennifer Rosenberg
Email: [email protected]
Job Title: Media Relations
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