Brazillian Basics Participates In ERSP Forum

New York, NY – July 24, 2009 – The Electronic Retailing Self-Regulation Program (ERSP) has determined that Brazilian Basics, LLC., has provided support for certain advertising claims made for AO3 Boomer Berry Dietary Supplement, but recommended the marketer modify certain claims. The marketer’s advertising came to ERSP’s attention pursuant to its ongoing monitoring efforts.

ERSP, the electronic direct-response industry’s self-regulatory forum, is administered by the Council of Better Business Bureaus (CBBB) with policy oversight by the National Advertising Review Council (NARC).

ERSP examined claims in broadcast and online advertising that included:

  • “Now you can enjoy a healthy, pain-free and vibrant life thanks to the guaranteed, all natural, safe, non prescription AO3 Boomer Berry from Brazilian Basics.”
  • “HEART Support: Prevent Heart Disease; Improve your cholesterol; Improve your heart circulation”
  • “BRAIN Support: Sharpen your concentration; Improves your mental clarity; Lowers risk of developing Alzheimer’s”
  • “JOINT Support: Relieve joint pain; Increase Joint mobility: Supports and cushions joints”
  • “ENERGY Support: Boost your energy; Increases Vitality”
  • “Study after study has shown that AO3’s unique formulation of ingredients can prevent heart disease, relieve joint pain, improve brain function, increase energy.”  [accompanied by the following text on screen; Harvard, Johns Hopkins, American Heart Association]
  • “Award Winner; 2007 & 2008”

ERSP recommended that the marketer modify claims regarding Omega-3 fatty acids and the prevention of heart disease to make clear to consumers that supportive but not conclusive research shows that consumption of EPA and DHA Omega-3 fatty acids may reduce the risk of coronary heart disease.

ERSP determined that the claim “Improve your cholesterol” was not was not adequately supported, although ERSP found that the marketer provided a reasonable basis for the claim “Improve your heart circulation ERSP determined that the claim that AO3 Boomer Berry “Lowers the Risk of Developing Alzheimer’s” was not supported. ERSP further determined that the marketer provided adequate support for the claims AO3 Boomer Berry would “Sharpen your concentration” and “Improve your mental clarity.”

ERSP concluded that the marketer did not support claims that the product can “Relieve joint pain” and “Increase joint mobility” and recommended that the claims be modified. ERSP found that the marketer could support the claim that ingredients in AO3 Boomer Berry “Supports and cushions the joints.”

Finally, ERSP recommended that the marketer disclose the basis for the claim “Award winner; 2007 & 2008,” to assure that consumers are aware the award was presented to the company, not the product.

“As an ERA member, Brazilian Basics understands the importance of self regulation and, as such, will use ERSP’s views and recommendations to make revisions in its future advertising for the AO3 Boomer Berry supplement,” the company said in its marketer’s statement.