ERSP refers Advertising For Dr. Miller’s Minute White Professional Strength Tooth Whitening System To FTC

New York, NY – March 19, 2009 – The Electronic Retailing Self-Regulation Program (ERSP) will refer direct response advertising by  Premier Partners, marketer of the Dr. Millner’s Minute White Professional Strength  Tooth Whitening System, to the Federal Trade Commission (FTC) following the marketer’s failure to participate in an ERSP inquiry. 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)

Claims at issue in the initial inquiry included:

  • •       “The most powerful home tooth whitener available”
  • •      “… keep your teeth their whitest, forever.”
  • •       “In studies,  he has found that at-home treatments  outperform all tested in-office products”
  • •      “…The   first   ever  professional   strength  tooth  whitener   now available  for home use  and  without  an expensive  trip  to the dentist”
  • •      “…only  needs to be applied  for minutes  a session  and is  simply the  most  convenient  and  cost  effective  way  to  whiten  and brighten your teeth today without a trip to the dentist”
  • •       “Nothing has gotten  my  teeth whiter faster than Minute White!”

The marketer  did  not offer a substantive response to ERSP’s original inquiry within

15 calendar days,  as set forth in the ERSP  Procedures. The marketer  was afforded a second ten-day period in which to submit a substantive response. The marketer again did  not submit a written response to the inquiry and pursuant to section 2.6 (B) of the ERSP  Policies and Procedures, this matter has been referred to the FTC.