When the family of U.S. Secretary of Education Betsy DeVos increased its financial stake in Neurocore this spring, the controversial “neurofeedback” company was being investigated by an advertising-industry group for making questionable claims about its treatments for such conditions as autism, attention-deficit hyperactivity disorder, and memory loss.
The National Advertising Division formally recommended last month that the company stop making a wide range of advertising claims and stop promoting many of its user testimonials. Neurocore is appealing the decision.
On Feb. 10, the group alerted Neurocore that it was opening an investigation into the company’s advertising claims. Subsequently, DeVos or one of her immediate family members invested more than $1 million and maybe more than $5 million.
The National Advertising Division said the investigation was initiated in part because Neurocore’s claims appear to target “uniquely vulnerable” audiences.
