We discuss a particular source of error in the numerical renormalization group (NRG) method for quantum impurity problems, which is related to a renormalization of impurity parameters due to the bath propagator. At any step of the NRG calculation, this renormalization is only partially taken into account, leading to systematic variation in the impurity parameters along the flow. This effect can cause qualitatively incorrect results when studying quantum-critical phenomena, as it leads to an implicit variation in the phase transition's control parameter as function of the temperature and thus to an unphysical temperature dependence of the order-parameter mass. We demonstrate the mass-flow effect for bosonic impurity models with a power-law bath spectrum, J (ω) ωs, namely, the dissipative harmonic oscillator and the spin-boson model. We propose an extension of the NRG to correct the mass-flow error. Using this, we find unambiguous signatures of a Gaussian critical fixed point in the spin-boson model for s<1/2, consistent with mean-field behavior as expected from quantum-to-classical mapping.