Vegamour, a holistic hair wellness company that launched in the UK last year, has voluntarily stopped advertising claims about its Gro Ageless Anti-Gray Hair Serum. Nicole Kidman is an investor in the company. 

The decision comes after the National Advertising Division (NAD) raised concerns about the truth and transparency of Vegamour's advertising practices.
 
NAD inquired about the advertiser’s Facebook and Instagram posts that link to reviews for Vegamour’s serum for delaying gray hair.

Problematic Posts on Social Media

So what did Vegamour's problematic posts say?

There were several posts—one stated:

“FINALLY a serum that can delay grey hair. Does it Work? We tried it and here’s our review.”

The post then linked to reviews of Vegamour’s Gro Ageless Anti-Gray Hair Serum on other websites.

NAD’s inquiry focused on whether the Instagram and Facebook posts convey the message that the reviews on the "hair health secrets .com" and "long hair trends .com" websites reflect independent, honest opinions of the reviewers.

What's the issue? NAD states, "...advertisers must clearly and conspicuously disclose material connections and relationships with a reviewer or a review site. NAD has long held that if the review site is not independent, then the opinions shared are 'advertising'."
 
Vegamour told NAD it had elected to discontinue the Instagram and Facebook posts and make the review sites private until they could add appropriate disclosures.