in Newswire Published on June 23, 2026

Tru Niagen’s Advertised Health Benefits Are Not ‘Clinically Proven,’ Class Action Lawsuit Alleges

Hart et al. v. Niagen Bioscience, Inc. et al.

Filed: June 16, 2026 ◆§ 3:26-cv-03572

A lawsuit claims Tru Niagen supplements are falsely advertised as ‘clinically proven’ to increase the body’s NAD+ production and provide certain health benefits.

Defendant(s)

Niagen Bioscience, Inc. Chromadex, Inc.

Law(s)

California Unfair Competition Law California Consumers Legal Remedies Act Song-Beverly Consumer Warranty Act Arizona Consumer Fraud Act Maryland Consumer Protection Act California False Advertising Law

State(s)

California

June 24, 2026 – Niagen Bioscience Provides Statement on National Advertising Review Board Decision

In an email to ClassAction.org, a representative for Niagen Bioscience provided the following statement in regard to the National Advertising Review Board’s (NARB) decision affirming the National Advertising Division’s findings, which are central to the lawsuit detailed on this page.

“While is [sic] a self-regulatory proceeding, and the NARB is not an official governmental regulatory body, Niagen Bioscience is deeply disappointed by the NARB panel’s decision, which we believe applies an overly restrictive standard that is inconsistent with long-standing dietary supplement law, scientific practice, and established advertising precedent. This matter relates to advertising claims and does not affect product availability or our ability to sell Tru Niagen.

Importantly, this matter relates to advertising claim interpretation — not product safety, product quality, or the underlying science demonstrating that Niagen increases NAD+ levels. More than ten human clinical studies have consistently demonstrated Niagen’s ability to significantly increase NAD+ levels, and our products remain backed by one of the most extensive clinical research portfolios in the NAD+ category.

The decision departs from longstanding FDA, FTC, NAD, and judicial precedent governing dietary supplement advertising. It misapplies the substantiation standard by incorrectly recategorizing qualified cellular and structure/function statements as broader implied claims, and by critiquing individual studies in isolation rather than evaluating the totality of the evidence through an appropriately scientific lens.

Niagen is one of the most extensively researched dietary ingredients in the category, supported by over 45 peer-reviewed human clinical studies, 500+ published scientific studies, and 300+ research collaborations. We intend to continue to provide truthful, substantiated information and uphold the high scientific and quality standards behind Tru Niagen.

While we respectfully disagree with aspects of the decision, we will comply with the recommendations and remain firmly committed to scientific rigor, regulatory compliance, transparency, and continued investment in clinical research supporting healthy aging and NAD+ science.”

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A proposed class action lawsuit alleges that Tru Niagen nicotinamide riboside (NR) dietary supplements are deceptively and misleadingly marketed as clinically proven to increase nicotinamide adenine dinucleotide (NAD+) levels in the body.

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The 44-page false advertising lawsuit asserts that Niagen Bioscience, Inc. and ChromaDex, Inc. have marketed and advertised that their Tru Niagen NR dietary supplements provide anti-aging, cellular repair, organ health and other health benefits by increasing the body’s production of the coenzyme NAD+.

However, the case alleges that the defendants have overstated and misrepresented clinical findings about their products to induce consumers to purchase the “snake oil” supplements at a significant price premium.

The complaint shares that NAD+, which is found in every cell of the body, is a critical coenzyme needed to convert food into energy, repair cellular damage and coordinate the body’s stress and immune responses. As people get older, their bodies stop producing the same amount of NAD+, which contributes to various age-related changes, such as muscle loss, fatigue, metabolic issues and cognitive decline, per the case.

Despite repeated representations in advertisements, social media campaigns, influencer testimonials and product pages that the Tru Niagen supplements are clinically proven to increase NAD+ production, the case says an independent review by the National Advertising Division of the Better Business Bureau concluded that clinical evidence did not support the “broadly disseminated” claims that the active ingredient in Tru Niagen, nicotinamide riboside, can provide anti-aging and health benefits. Specifically, the National Advertising Division found that the outcomes of studies referenced by the defendants varied significantly depending on factors such as study design, populations, duration, endpoints and conditions of use, and that nicotinamide riboside only increased NAD+ levels under “certain limited conditions,” the lawsuit says.

Additionally, the National Advertising Division found that the defendants improperly associated increases in NAD+ biomarkers in certain studies with “broad” functional health benefits that the studies do not support, according to the suit.

The lawsuit says the defendants have induced consumers to purchase the Tru Niagen supplements through misleading representations that “exploit” their health anxieties. Per the suit, reasonable consumers would interpret the “clinically proven” claim to mean the product underwent rigorous scientific testing regarding its efficacy and benefits, when, according to the suit, there is “a lack of scientific evidence” to support these claims.

The Tru Niagen class action lawsuit looks to cover all individuals nationwide who purchased the defendants’ Tru Niagen products during the applicable statutory period.

Check out ClassAction.org’s lawsuit list for the latest open class action lawsuits and investigations.

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