Dynamic Response Group Participates In ERSP Forum

New  York, NY – March 25,  2009 –  The  Electronic  Retailing  Self-Regulation  Program (ERSP) has  determined   that  Dynamic   Response   Group  has  provided   sufficient information  to support general  product specification  claims  and voluntarily  revised several          claims  for       the       Riddex            Plus     Digital Pest     Repeller.            However,        ERSP recommended  that  an  establishment   and  performance  claims   be  modified   or discontinued.  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’s  inquiry  focused on claims  included  in online  (website  and streaming  video) advertising. Claims at issue in the ERSP  inquiry included:

  • •           “A revolutionary simple plug in device that sends digital pulses through the wiring in your walls driving bugs, roaches, rats, and mice right out of your house forever.”
  • •           “Keep your home pest-free forever!”
  • •           “Riddex Plus uses patented Digital Pulse Technology, powered by  a Freescale Microprocessor, to create an irritating environment for pests inside your walls, chasing them  away from your house while preventing future pests from entering. 100% safe and cruelty-free!”
  • •           “Laboratory tests have proven that Riddex Plus really works!”
  • •           “The number one selling pest control product…”
  • •           “I’ve been using Riddex Plus for 8 years  now. When I was in Florida it got rid of those  flying roaches.  They just left the house. I got one for my  daughter when she heard something running around between the walls at night. Two nights after she plugged it in, no more running. It really works!” [Martha R, Owensboro Kentucky]

ERSP  confirmed that the marketer voluntarily revised several claims in its advertising and  removed  claims   permanent  pest  elimination   (“keep  your  home  pest-free forever!”;  “…driving  bugs, roaches, rats, and mice  right  out of  your house forever.”) and unqualified superiority claims (“The number one selling pest control product”).

Further,  the marketer voluntarily  modified  comparative  claims  ( “the  only repeller that truly  works”) and  testimonials  that lacked  disclosure  language  indicating  the consumer experience was atypical.

However, in light  of a 2003 order entered into by  the Federal  Trade  Commission  with the previous  manufacturer of  Riddex products, which included  a review  of  the same testing  submitted  to ERSP  to support performance claims  in the  advertising  at issue in  this  review,  ERSP   had  no  alternative  but  to  determine  that  the  marketer’s establishment  claim  (“Laboratory  tests have proven that Riddex Plus really  works!”) and  any  claims   regarding   performance  results   for  the  product  be  modified   or discontinued.

ERSP  determined the marketer has provided sufficient information to support certain general claims about the products’ specifications, including:

“…Digital Pulse Technology, powered by  a Freescale Microprocessor” “…sends digital pulses through  the wiring in your walls.”

 The  company,   in  its  advertiser’s  statement said  “Dynamic  Response  Group  does agree to carefully consider ERSP’s recommendations in its advertising revisions as it continues to market Riddex Plus.”