NFL rejects GNC Super Bowl ad due to concerns over banned substances

GNC won't make its Super Bowl commercial debut, after all.

The NFL has rejected a 30-second advertisement from the dietary supplement retailer because it's listed among the "prohibited companies" outlined by the league and players association, according to a report from Brent Schrotenboer of USA Today.

GNC announced in December it would have a Super Bowl advertisement for the first time in company history. Jeff Hennion, executive vice president, chief marketing, and e-commerce officer, said the development came as a surprise on Monday after the company had already negotiated a deal with Fox.

"We sent the spot to Fox on Thursday one last time, and they cleared it," Hennion said. "Then Friday evening they called and said the NFL had an issue with the logo. We spent the weekend working through alternatives.

"And then at 1 o’clock (Monday) we were notified by Fox that the NFL had rejected us, our commercial and rejected us as an advertiser in the Super Bowl. And that was the first we had heard there was any concern with GNC's participation."

Hennion said GNC products contain only two substances on the NFL's banned list - DHEA and synephrine - which are found in less than 3 percent of products sold by the company.