National Advertising Division Recommends Good Life Discontinue Health Benefit and Personalization Claims for Compounded Tirzepatide+ Products
New York, NY, Nov. 04, 2026 (GLOBE NEWSWIRE) -- In a challenge brought by Eli Lilly and Company, BBB National Programs’ National Advertising Division recommended that Good Life Meds, LLC discontinue the challenged express health benefit and personalization claims for its compounded Tirzepatide+ products and modify its advertising to avoid conveying unsupported implied claims about product safety, efficacy, weight loss results, and personalization.
Good Life operates an online telehealth platform connecting consumers with healthcare professionals and pharmacies and markets prescription weight loss medications, including compounded tirzepatide products marketed as “Tirzepatide+.” Eli Lilly manufactures Mounjaro ® and Zepbound ®, the only tirzepatide-based medications approved by the U.S. Food and Drug Administration for Type 2 diabetes and chronic weight management, respectively.
Lilly challenged claims made by Good Life regarding the efficacy, safety, FDA status, and personalization of these compounded products.
Health Benefit Claims
The challenged health benefit claims related to the ability of compounded tirzepatide or Good Life’s Tirzepatide+ product to support healthy weight loss, provide natural energy boosts, and improve blood sugar control, all while preserving lean muscle mass.
NAD determined that the challenged claims, considered in the context of the advertising as a whole, reasonably convey the message that Good Life’s Tirzepatide+ as a finished compounded product (as opposed to any individual ingredient) supports weight loss, boosts energy, improves blood sugar control, and preserves lean muscle.
Although Good Life submitted substantial clinical literature on tirzepatide, separate literature on the additive ingredients, and real-world evidence including a Gallup survey and retrospective cohort studies, NAD found that this evidence was not a good fit for the claims. The tirzepatide literature largely concerned Lilly’s FDA-approved products, the record did not bridge the gap from the ingredient-level evidence to Tirzepatide+ as compounded, and the Gallup survey and cohort studies did not examine Tirzepatide+. The record contained no evidence evaluating the safety of combining tirzepatide with the additives, and the FDA’s decision to permit compounding during drug shortages did not substantiate the claims.
Accordingly, NAD determined that Good Life lacked a reasonable basis for the challenged express health benefit claims and recommended they be discontinued. NAD determined that the challenged implied claims are reasonably conveyed by the express health benefit claims and recommended that Good Life modify its advertising to avoid conveying the unsupported implied claims that Tirzepatide+ is safe and effective for these benefits and offers significant efficacy and weight loss results.
Personalization Claims
Lilly also challenged Good Life’s claims that Tirzepatide+ is a “personalized medication... tailored to meet individual patient needs” and “compounded for your unique needs.”
NAD determined that Good Life’s advertising conveyed a message of individualization that overstated what the underlying process involves. Although a prescribing physician may select among available formulations and dosage options and adjust a patient’s treatment plan over time, NAD determined that this does not mean the product itself is individually created or formulated for that patient.
Accordingly, NAD recommended that Good Life discontinue the challenged claims that Tirzepatide+ is “personalized,” “custom formulated,” “tailored to meet individual patient needs,” and “compounded for your unique needs.”
During the inquiry, Good Life voluntarily and permanently discontinued certain express and implied claims, including claims concerning the clinical results, benefits, ingredients, safety, and sourcing of its compounded tirzepatide products. NAD will treat the discontinued claims, for compliance purposes, as though NAD recommended the claims be discontinued.
In its advertiser statement, Good Life stated that though it “disagrees with many aspects of NAD’s decision,” it “will comply with NAD’s recommendations.”
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 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 creating fair competition for business.