Incredible Discoveries Takes Part In ERSP Forum

New York, NY – November 30, 2006 – The Electronic Retailing Self-Regulation Program (ERSP) has recommended that Incredible Discoveries modify establishment, performance, testimonial, health and safety, and comparative claims for its “Hoodia Superslim 400” product

The marketer’s advertising was reviewed pursuant to an anonymous complaint.

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 reviewed core claims that include:

  • “…contains an active ingredient which research has shown could reduce appetite by up to 1,000 calories a day.”
  • “Get out of Diet Free Card.”
  • “After the second week I had lost 10 pounds…”
  • “Unlike many other manufacturers, we do not use the skin/spines of the Hoodia
  • Gordonii which contains no benefit at all to the end user. We only use the beneficial
  • ’heart’ of the Hoodia)”
  • “…also receive a complimentary free vacation.”

ERSP, in its decision, noted that the marketer modified its Website at the outset of the review. In addition to those modifications, ERSP recommended Incredible Discoveries modify its advertising to disclose the source of the research cited in its claims. ERSP recommended the marketer  discontinue the statement,  “Get Out of Diet Free Card,” noting that the claim could communicate to consumers that they will be able to lose weight without cutting calories and increasing exercise.

ERSP recommended the marketer add a disclosure to consumer testimonials that results are not typical and vary depending on diet and exercise. ERSP further recommended that marketer accompany any safety claims with statements disclosing the source of the safety representation.

In its decision, ERSP noted the existence in the marketplace of several other products containing pure, 100% Hoodia Gordonii on the market and recommended the marketer modify the claim that Hoodia SuperSlim 400 is unlike any other diet pill on the market

Finally, ERSP recommended the marketer clearly and conspicuously disclose any material condition the “free vacation” offer.

Incredible Discoveries, in its marketer’s statement, said it “… is deeply appreciative of the courtesy and professionalism extended by ERSP throughout this entire process.”

The marketer added that it “…hereby accepts ERSP’s decision in its entirety and agrees to modify the advertising in accordance with ERSP’s findings. Furthermore, the infomercial produced by Incredible Discoveries shall not re-air until such time as all suggested modifications have been implemented.”