Ad description
Four paid for Facebook ads for Kind Patches, a supplement company, seen in June and July 2025:
a. The first ad stated, “Feel the effects of aging?”, alongside an emoji of a sand timer. The ad continued “Introducing the NEW NAD+ Patch – your secret to youthful energy and vitality: Reverse the signs of aging naturally Boost focus, memory, and brain health Revitalize your skin with enhanced collagen production. Powered by clinically-proven ingredients…this innovative patch supports DNA repair, cellular energy, and healthy aging…Say goodbye to pills and injectables. Say hello to a smarter way to feel younger, longer!...Start your journey to vitality today”. An image of the product was shown and further text stated, “They searched for the fountain of youth. We found it! Unlock the Secret to Healthy Aging.”
b. The second ad included the same text as ad (a), but included a separate image of the product and the text “Mitochondria are the engines of your cells. But as you age, they slow down……Kind patches gives them the fuel to reignite…boosting your NAD+ levels and powering your body from within. Unlock the Secret to Healthy Aging.”
c. The third ad stated, “Struggling to stay focused or feeling mentally drained? The Dopamine patch is now available – a natural, convenient way to support your emotional wellbeing: Supports a balanced mood Helps maintain daily mental clarity Designed to reduce everyday stress”. Further text stated, “Imagine this… You wake up clear. Calm. Motivated. Not because you forced it – but because your brain finally got what it needed. Low dopamine steals your spark. Dopamine Patches help bring it back…No pills…Just steady support for your mood, focus, and drive. Because when your brain chemistry is right everything else gets easier…Now Available: Gentle Mood & Focus Support.”
d. The fourth ad stated, “Are you feeling tired and in need of a boost? Meet our Energy Patches – specially formulated with vitamin B12…and designed to boost your energy levels and leave you feeling more energized every day.” Further text stated, “Imagine this… You wake up already tired. Coffee helps a bit. But by noon you’re back to feeling like s*it. Honestly I thought feeling drained all day was normal. But fu*k that. I found these patches – No drinks, no sugar crashes. Just a little patch that keeps me feeling awake and clear…It just makes me feel like myself again. Because when you have real energy. Everything feels easier.”
Issue
The ASA challenged whether the claimed health benefits of the patches were misleading and could be substantiated.
Response
Kind Patches Ltd said that they had sufficient evidence to support all claims made in the ads and therefore they were not misleading.
Regarding the NAD+ (nicotinamide adenine dinucleotide) Patches, featured in ads (a) and (b), they explained that NAD+ levels in the tissues of the body naturally declined with age. That decline exposed the body to chronic diseases because NAD+ served as a critical coenzyme in cellular bioenergetics and responses in the body to cope with stresses. They said that NAD+ was essential for DNA repair mechanisms, with DNA damage-activated proteins accounting for up to 90% of cellular NAD+ consumption. That relationship established a scientific foundation for NAD+ involvement in cellular repair and protection against aging related damage.
They explained that NAD+ Patches contained NMN (nicotinamide mononucleotide), a precursor to NAD+, which had shown in a clinical trial to increase NAD+ in human subjects, which in turn increased gait speed and grip strength in healthy older men. They said further, that NMN had been shown to elevate NAD+ levels and alter muscle function in healthy older men. Finally studies on animals had shown that NMN could suppress age related weight gain, enhance energy metabolism, improve insulin sensitivity, and prevent age-linked changes in gene expression. Research also indicated NMN could improve mitochondrial function and reduce oxidative stress, which were key factors in aging processes. They provided one clinical trial, a systematic literature search and an article in a peer-reviewed journal as evidence for the benefits of NMN.
They said that NAD+ Patches also contained resveratrol which had demonstrated anti-aging properties. That included a clinical trial that showed resveratrol could improve memory performance, enhance glucose metabolism, and support brain aging processes. A second clinical study, using topical resveratrol, showed significant improvements in skin elasticity, skin density, reduced skin roughness, and decreased skin redness. That was because resveratrol stimulated collagen production and enhanced collagen gene expression which in turn supported skin vitality. In addition resveratrol had antioxidant properties which helped neutralise free radicals that contributed to skin aging. They provided one clinical trial, an article in a peer-reviewed journal, two articles on online sellers of beauty and supplement products and an article on an online health information website as evidence for the benefits of resveratrol.
They said that NAD+ Patches further contained N-Acetylcysteine (NAC). NAC was a precursor to glutathione, one of the body's primary antioxidants. They said clinical studies showed NAC could increase glutathione levels and provide neuroprotective benefits. The studies showed that NAC also enhanced DNA repair processes and protected against cellular apoptosis, the breakdown of cells. It also reduced oxidative stress, cell and tissue damage, and supported cellular health. They provided a clinical trial and an article in a peer-reviewed journal as evidence for the benefits of NAC.
They confirmed that NAD+ Patches also contained Lion’s Mane, which a clinical trial had shown to improve cognitive performance and reduce subjective stress in young adults. They provided one clinical trial and an article on a nutritional news and information website as evidence for the benefits of Lion’s Mane.
They finally confirmed that NAD+ Patches also contained cordyceps, which had shown to improve exercise performance and energy levels. That supported claims related to energy enhancement and physical vitality in the ad. They provided two clinical trials and an article on an online supplement seller’s website as evidence for the benefits of cordyceps.
Regarding the Dopamine patch, in ad (c), they said research showed that lack of dopamine, or dopamine dysfunction, contributed to mood disorders, particularly depression. Studies showed that treatment targeting dopamine systems could reverse behaviours associated with depression.
They said the Dopamine patch contained Mucuna pruriens which could enhance dopamine levels and improve mood related symptoms. One trial showed that Mucuna pruriens supplementation in conjunction with L-dopa/carbidopa (used to treat Parkinson’s disease) led to a considerably faster onset of effect compared to using L-dopa/carbidopa in isolation, and significantly improved motor function in Parkinson's patients. Similarly animal trials showed that Mucuna pruriens could reverse behaviours associated with depression by increasing dopamine concentrations. Studies also showed that Mucuna pruriens contained 2.5–3.9% L-dopa, the direct precursor to dopamine and even in small doses showed significant neuroprotective activity. They provided two reviews in a peer-reviewed journal, two animal trials, one clinical trial, an article in a peer-reviewed journal and a study designed to measure the L-dopa content of Mucuna pruriens supplements in a database.
They confirmed the Dopamine patch contained 5-HTP which clinical research had shown supported mood regulation through increasing serotonin. In addition a systematic review of clinical trials had shown that 5-HTP supplementation had improved sleep quality and had shown benefits in treating symptoms of depression in Parkinson’s patients. They said further, that clinical trials had shown its benefit for appetite, temperature, sexual behaviour, pain sensation, and indicated that it might work as well as some prescription antidepressant drugs for certain individuals. They provided one systematic review in a peer-reviewed journal, one animal trial, three clinical trials, two articles in a peer-reviewed journal and two articles on a health and wellness news site.
They said the Dopamine patch contained Lion’s Mane, which clinical research had shown to reduce subjective stress in young adults, with benefits being shown within the first week. They explained that preclinical studies further demonstrated that Lion's Mane significantly enhanced neuron growth and animal studies showed that dietary supplementation with Lion's Mane crude extracts significantly enhanced recognition memory in maze tests. Studies further indicated that Lion’s Mane could protect against Alzheimer's disease and reduce symptoms of memory loss, which supported claims in the ad related to mental clarity and cognitive function. They did, however, acknowledge that some trials in young adults showed no overall improvement in cognitive function. That indicated that Lion’s Mane effects could be more pronounced in specific demographics or need longer treatment periods. They provided two clinical trials, one literature review, two articles on a health and wellness news site and an article on an Alzheimer’s charity website.
They confirmed the Dopamine patch contained Rhodiola rosea extract which clinical evidence showed supported stress reduction, anxiety, anger, confusion, concentration, fatigue and mood improvement. They said a clinical trial for patients with burnout showed improvement in stress symptoms, emotional exhaustion, and quality of life measures. Further research showed that Rhodiola rosea acted as an adaptogen providing resistance to physical, chemical, and biological stresses and that it reduced levels of stress hormones and down-regulated stress-response genes in the hypothalamus. The European Medicines Agency had also approved Rhodiola rosea's traditional use as an adaptogen for the temporary relief of symptoms associated with stress, fatigue, and general sensation of weakness. They provided one clinical trial, two reviews, an article in a peer-reviewed journal, an article on a health information site, an article on a website for a doctor and women’s hormone expert and an article on adaptogens on an American clinic’s website.
Regarding the Energy patch, in ad (d), they said it contained B vitamins, which while they did not directly provide energy, assisted in energy metabolism processes, including the synthesis and degradation of carbohydrates, proteins, and fats.
They said studies showed that B vitamins were involved in every aspect of generating energy within cells and deficiency in any one of the vitamins would be detrimental to the process and could lead to chronic disease.
They confirmed that clinical evidence supported B vitamin supplementation for reducing fatigue and improving energy levels. For instance a particular study showed that for healthy adults a 28-day consecutive programme of vitamin B complex supplementation significantly improved exercise endurance performance and reduced exercise fatigue, compared to the placebo groups. A second study showed that B vitamin supplementation reduced blood lactate and blood ammonia concentrations, both of which are linked to causing muscle fatigue, during exercise and at rest after exercise. They provided three clinical trials, one review in a peer-reviewed journal, one article in a peer-reviewed journal and one article on a university website.
They said the Energy patch contained B12, which clinical evidence supported for reducing fatigue and energy metabolism. Further to that, studies showed that people with low vitamin B-12 levels could have symptoms such as fatigue, muscle weakness, stomach problems, nerve damage, and vision problems. In addition further research indicated that severe vitamin B12 deficiency could lead to depression, paranoia and delusions, memory loss, incontinence, loss of taste and smell. However, they acknowledged that B12 did not appear to increase energy or performance if a person did not have a deficiency. They provided an article on the website of an international clinic and a health information website.
They said the Energy patch contained thiamine (B1) and riboflavin (B2), both of which had a role in energy production, supported by clinical evidence. Those studies also show that deficiency in both thiamine and riboflavin could affect physical performance, with significant decreases in aerobic power and related variables when restricted. They provided two clinical trials.
They said the Energy patch contained caffeine, which clinical research showed had an effect on cognitive performance, mood, and alertness, even in relatively low doses, in sleep-deprived individuals. Caffeine worked by blocking adenosine receptors in the brain. Adenosine build up, which happened the longer a person stayed awake, made an individual sleepy and by blocking that build up caffeine contributed to alertness and lack of tiredness. They said that one clinical study showed that caffeine reversed the effects of sleep deprivation, which was demonstrated by subjective ratings of alertness for two hours, energy levels for 12 hours, confidence for two hours, sleepiness for 12 hours, and talkativeness for two hours following administration. They provided two clinical trials, one review in a peer-reviewed journal, two articles in a peer-reviewed journal and a Wikipedia article.
Assessment
Upheld
Ads (a) and (b) stated, “Introducing the NEW NAD+ Patch – your secret to youthful energy and vitality”, “Boost focus, memory, and brain health” and “Revitalize your skin with enhanced collagen production”. The ASA considered that consumers were likely to understand the claims to mean the product could help with energy, focus, memory, wider brain health and improved skin. In addition because both ads made references to reversing aging, staying young and aging healthily, as well as providing DNA repair and assistance at the cellular level, that those changes would be significant and long term.
We reviewed the specific evidence submitted by Kind Patches in support of their NAD+ Patch.
Four of the clinical trials involved individual ingredients found in the NAD+ Patch, being administered orally, not through the skin, and in quantities that exceeded the amount found in Kind Patches’ product. One clinical trial looked at the results of 2% resveratrol emulsion on the skin. However, the Kind Patches’ product was a patch not a cream and the study acknowledged that no cream with a concentration of resveratrol as high as used in the study was available on the market at the time. The systematic literature review highlighted only clinical trials that used oral supplements of NMN, a specific ingredient of the NAD+ Patch, ranging from 100 mg up to 1200 mg daily, which was in excess of the amount found in Kind Patches’ product.
The in vitro trial, the trial on mice, three articles in the peer-reviewed journals, the two articles on online sellers of beauty and supplement products and two articles on an online health information website while relevant in giving background and context to resveratrol, NMN, NAC and Lion’s Mane were not clinical trials and therefore not sufficient evidence.
Ad (c) stated, “Struggling to stay focused or feeling mentally drained? The Dopamine patch is now available…to support your emotional wellbeing”. It further stated, “Supports a balanced mood”, “Helps maintain daily mental clarity”, “Designed to reduce everyday stress” and made references to being “Motivated” and supporting “drive”. We considered that consumers were likely to understand the claims to mean the product could help with focus, mood, stress, motivation and overall mental and emotional wellbeing. In addition, because it stated, “Low dopamine steals your spark. Dopamine Patches help bring it back”, that the product’s described benefits would be achieved by increasing dopamine in the body.
We reviewed the specific evidence submitted by Kind Patches in support of their Dopamine patch.
Six of the seven clinical trials involved individual ingredients found in the Dopamine patch being administered orally, not through the skin, and in quantities that exceeded the amount found in Kind Patches’ product. One clinical trial had no results and so was not considered.
A systematic review, that considered Lion’s mane, only looked at clinical trials where supplements were delivered orally and in quantities that exceeded the amount in Kind Patches’ product. A second systematic review and meta-analysis that considered the antidepressant effects of 5-HTP in depressed patients was provided but not in its complete form and so could not be reviewed.
Two trials on mice and one on rhesus macaque monkeys, articles in a peer-reviewed journal, health and wellness news sites, an Alzheimer’s charity website, a doctor and women’s hormone expert’s website and an American clinic’s website, while relevant in giving background and context to Munuca pruriens, 5-HTP, Lion’s Mane and Rhodiola rosea were not clinical trials and therefore not sufficient evidence.
Ad (d) stated, “Are you feeling tired and in need of a boost? Meet our Energy Patches…designed to boost your energy levels and leave you feeling more energized every day” and “Just a little patch that keeps me feeling awake and clear…It just makes me feel like myself again.” We considered that consumers were likely to understand the claims to mean the product could help with energy and mental clarity.
We reviewed the specific evidence submitted by Kind Patches in support of their Energy patch.
Four of the five clinical trials involved ingredients found in the Energy patch being administered orally, not through the skin, and in quantities that exceeded the amount found in Kind Patches’ product. The remaining clinical trial looked at thiamin, riboflavin and vitamin B6 restriction in the diet. Therefore it only considered restricting, via diet, the ingredients found in the Kind Patches’ product, rather than supplementing them.
A systematic review in a peer-reviewed journal looked at B vitamins. The review stated that, regarding controlled intervention trials, results were equivocal about whether B vitamin supplementation could assist with cognitive decline and improve cognitive function and for some vitamins there was a total lack of research. It did mention that a single trial of B1 supplementation on 120 young females led to increased attention and improved mood. However, the supplement was delivered orally and in quantities that far exceeded the amount in Kind Patches’ product.
An in vitro trial, three reviews in a peer-reviewed journal and three articles in peer-reviewed journals, a Wikipedia article, an article on a university website and an article on the website of an international clinic and a health information website were not clinical trials and therefore not sufficient evidence.
Considering the evidence in its entirety, we concluded that the claims had not been substantiated and the ads were misleading.
The ads breached CAP Code (Edition 12) rules 3.1 (Misleadingness), 3.7 (Substantiation) and 12.1 (Medicines, medical devices, health related products and beauty products).
Action
The ads must not appear again in the formed complained about. We told Kind Patches Ltd not to state or imply that their products had health benefits without holding adequate substantiation.
