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Special Report:
Supplement Makers Perplexed by
Google AdWords Policies B J P
Y
ports nutrition supplement manufacturers
are increasingly frustrated by what they
consider confusing and non-transparent
steroid rules by Google AdWords. Under its
Anabolic Steroid Policy, the search engine giant
has included a mix of ingredients and products,
including “L-glutamine,” “CellMass,”
“muscle-enhancing stacks” and “any bodybuilding supplement that has a similar effect to
steroids” on its list of banned steroids.
The ban so far only applies to Google
AdWords, Google’s paid advertising or “payper-click”—the sponsored ads that show up
on the right border of the Google search page
or sometimes on the top of the page. The ban
has not affected Google shopping results or
generic searches.
Published on Google’s AdWords Policy
Center, prohibited items include, but aren’t
limited to: “Anabol; CellMass; Clenbuterol;
Dianabol; Extreme Mass 3.5lbs by SciFit;
Finakits; H-T Dianabol; L-Dlutamine;
Mesterolone; Nitrix; Novedex XT; TZ 3 Stack
by SciFit; Vasospan; hCG promoted in conjunction with anabolic steroids.”
“L-glutamine, an amino acid, is in the
same list with anabol, dianabol, clenbuterol
and other illegal steroids,” said Mark Glazier,
president and CEO of NutraBio.com Inc.
(Middlesex, NJ).
Glazier pointed out that products are
named along with ingredients: Extreme Mass,
a protein powder by ATF Fitness Products
through SciFit Nutrition (Oakmont, PA), has
recently been added to the banned list. Nitrix
and CellMass are retail products produced by
BSN (Boca Raton, FL).
The published list is only partial, Glazier
said, adding that, according to a Google
representative, there is a larger, unpublished
list, called a “monitored list,” which
includes additional ingredients, such as the
recently added L-arginine, an amino acid.
Glazier’s company has lost significant sales
because of the L-glutamine and L-arginine
bans, he said.
Dan Wiltrout, national sales manager with
ATF Fitness Products, said he has received
questions and complaints from retailers trying
to advertise Extreme Mass on AdWords. “A
number of retailers called me upset and asking about this. They’re losing business
because of it. There is no rhyme or reason as
to why the product is listed.”
Companies that have advertised their products on AdWords for years have found ads
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12 Nutrition Industry Executive
suddenly removed with no explanation.
Manufacturers trying to comply with AdWords
said policy changes aren’t always publicized.
Until recently, Google pulled all ads from any
company that listed a banned ingredient on its
own website, even if the product was not
advertised on AdWords. That policy was
changed. Currently, a company can include the
product on its website as long as it is not featured or promoted on a website landing page.
“The landing page can’t have glutamine, arginine, nitric oxide or muscle-building stacks,”
added Glazier, pointing out that nitric oxide is
not an ingredient or product.
In addition, L-creatine is allowed to be
advertised as long as the advertiser’s website makes no mention of it increasing muscle, muscle size, growth or being stacked.
A Google spokesperson said in an e-mail,
“We regularly review and update our ad policies to keep them current and effective.
Google AdWords prohibits the promotion of
anabolic steroids, muscle-enhancing stacks
and cycles, bodybuilding supplements that
have a similar effect to steroids, and related
content, irrespective of claims of legality. We
monitor and enforce our ad policies through a
combination of both manual and automated
processes. Ads that are found in violation of
our policies will be removed.”
Regarding complaints, Google stated that
it is “open to feedback from users and advertisers.” Advertisers can request to have their
ads reviewed at this link:
http://support.google.com/
adwordspolicy/bin/static.py?page=
guide.cs&guide=1316546&
topic=1308266.
Some industry members speculate that
Google is being especially cautious with its
policies because of recent litigation. In
August, Google settled a $500 million lawsuit
with the United States’ Department of Justice,
after displaying advertising promoting online
Canadian pharmacies in the U.S.
NOW Foods
Names Emme
President
OW Health Group (Bloomingdale,
IL) has announced that Jim Emme
has been promoted to president
of NOW Foods. Emme joined NOW Foods
in January 1995 as plant manager and was
promoted to COO in December 2007.
With 30 years experience in consumer
packaged goods companies, Emme has
managed global operations in manufacturing, sales, marketing and quality assurance.
Al Powers will continue to serve as CEO
of NOW Health Group, with all U.S. and
Canada business units reporting to him.
“These changes provide a better organizational structure to support our continued rate of high growth and sustain our
leadership position within the industry,”
said Powers.
For more information, call (888) 6693663 or visit www.nowfoods.com.
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Naturex Acquires
Pektowin
aturex (Avignon, France) recently
announced that it has reached an
agreement with the Polish
Industrial Development Agency (Agencja
Rozwoju Przemys l u S.A - ARP) to acquire
100 percent of the capital of Zpow
Pektowin Sa (Pektowin), a Polish company
based in Jaslo specialized in the production
of apple and citrus pectins, fruit and vegetable juice concentrates and, for a smaller
proportion, the preparation of processed
food products.
The full completion of this acquisition is
subject to the final agreement of the Polish
Ministry of the Treasury, which should confirm the privatization of Pektowin by the
end of this month.
This second acquisition of 2011 (the company purchased Burgundy Botanical
Extracts in October) fits with the Group’s
strategy to accelerate its international
development, expand its product range and
strengthen its industrial presence, particularly in emerging countries.
“This new acquisition is perfectly in line
with our growth strategy in complementary
markets with a broadened product portfolio, a strengthened production capacity as
well as an additional industrial know-how,”
said Jacques Dikansky, president and CEO
of Naturex. “We are confident in our ability
to integrate Pektowin within Naturex Group,
enhancing its industrial tools and products.”
For more information, call (201) 440-5000
or visit www.naturex.com.
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www.niemagazine.com January/February 2012