Quanovate takes back marketing claims for Mira fertility wand after P&G challenge

Quanovate Tech has backed down from certain marketing claims around its Mira fertility monitor and test wands following a challenge from rival fertility monitor maker Procter & Gamble (P&G). 

P&G had challenged Quanovate’s comparative, performance and superiority claims through the BB National Programs’ National Advertising Division (NAD), a self-regulatory body that helps settle advertising disputes in the United States. During the inquest, Quanovate voluntarily agreed to permanently discontinue “all of the challenged claims,” the NAD explained in an August 17 release, which kept the specific details of the claims vague. 

“The voluntarily discontinued claims will be treated, for compliance purposes, as though NAD recommended they be discontinued and Quanovate agreed to comply,” NAD said in the release. 

Quanovate which owns and does business as women’s hormonal health company Mira, noted that it “respects the self-regulatory process and thanks the NAD for its time,” it said in a statement to the NAD. 

Mira offers an assortment of over-the-counter products including hormone monitors, fertility tests, supplements and early detection pregnancy tests. The company’s at-home hormone tracker uses fluorescent-based technology that allows users to accurately capture cycle changes and subtle hormone shifts, according to its website. 

It wasn’t made clear which P&G products were involved in the advertising dispute, but the global consumer goods company makes over-the-counter women’s health products such as the Clearblue brands of menopause stage indicators, ovulation tests and pregnancy tests. 

The change to Mira's product advertising comes after the company enlisted actress Rumor Willis as its new global brand ambassador earlier this summer, launching the partnership alongside its “A Woman’s Maze” campaign. The national push presents women’s hormonal and reproductive health as a maze that leaves women guessing on health concerns due to difficulties navigating the healthcare environment and positions Mira’s offerings as a way to “find your way through” that labyrinth. 

Previously, Mira has worked with other famous figures such as pro soccer player Ali Riley, who highlighted her experience using Mira’s hormone tracker in her family planning journey.   

The NAD’s update on the P&G and Mira case, meanwhile, follows a decision in the lengthy back-and-forth between Sanofi and Galderma Laboratories, in which the NAD recommended that Sanofi change or drop certain claims on its blockbuster Dupixent. Last year, Galderma had been advised by the NAD to change its claims about competing medicine Nemluvio.