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In Brief: Beverly Hills International

This article was originally published in The Tan Sheet

Executive Summary

Beverly Hills International: Maker of Life-Caffe beverage fails to provide substantiation within the 15 days allotted by the National Advertising Division of the Council of Better Business Bureaus for a television ad that prompted an Oct. 24 inquiry. The ad's consumer testimonials and physician endorsement called Life-Caffe "more powerful and less expensive" than Pycnogenol and "an alternative to antioxidants, vitamin C and vitamin E." The ad also "implied the product had a physiological effect and was an effective analgesic," NAD said. The company has been granted an additional 15 days from NAD to provide claim substantiation; if no response is made, the ad may be referred to the Federal Trade Commission...

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