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Sleep MD ads substantiated

This article was originally published in The Tan Sheet

Executive Summary

Iovate Health Sciences substantiates performance, establishment and exclusivity claims for its Sleep MD Formula while also voluntarily modifying an expert endorsement claim it uses for the product after its advertising was challenged by a competitor, WellNx Life Sciences, the Electronic Retailing Self-Regulation Program says Aug. 29. WellNx argued Sleep MD's primary ingredient, white willow bark extract, has not been tested to substantiate Iovate's advertising claim it advances the onset of sleep, and the product's formulation does not support the firm's time-release claim. However, ERSP's review showed Iovate supports the product's claims. Additionally, during the inquiry Iovate altered the expert claim it used for the product from "Doctor Formulated. Doctor Approved," to "Medical Doctor Formulated." Mississauga, Ontario-based Iovate began using the same expert claim for its Cold MD product following a separate ERSP review earlier this year (1"The Tan Sheet" April 30, 2007, p. 14)....
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