Participates In ERSP Self-Regulatory Forum

New York, NY – June 27, 2005 – The Electronic Retailing Self-Regulation Program (ERSP), the electronic direct-response industry’s self-regulatory forum supervised by the National Advertising Review Council (NARC), announced that it has recommended that direct response marketer Young Again Nutrients (Young, marketers for the nutritional prostate supplement, Maximum Prostate , discontinue the performance, testimonial, comparative market, and safety claims made in its online advertising.  Concerns about the truth and accuracy of the marketer’s claims came to the attention of ERSP from an anonymous complaint.

In its inquiry of Maximum Prostate Supplement advertising, ERSP requested that the marketer provide substantiation for: general performance claims (i.e., “All urination symptoms, urgency, frequency, low flow, dribble gone after 2 days on the product.”); comparative market claims (i.e., “Surgery often results in incontinence and impotence. Are you ready to wear diapers, suffer castration, and never have sex again?”) and safety claims (i.e., “ It is very safe to use without any known side effects at all.”).

The marketer did not provide the evidence necessary to support the claims made in its advertising. ERSP determined that in the absence of testing on the Maximum Prostate product itself or on the individual ingredients of the same strength and quality as they are contained in the product, Young Again Nutrients should refrain from making performance and safety claims for its product. In addition, ERSP cautions that the claims made by consumers regarding the performance of a product are treated as if the statement were made by the marketer itself. Finally , unless based on clear factual information, the marketer should also discontinue disseminating any disparaging information on comparative products or alternative prostate surgery methods.

In response to ERSP’s decision, Young Again Nutrients stated it “…appreciates the opportunity to participate in the self-regulatory process and …[a]lthough we disagree with some of the conclusions reached by ERSP, we have already begun making revisions to our advertising and… will use the recommendations of ERSP in … making our final modifications.”