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Celebrity Vs. Expert Endorsement Subject Of NAD Review

This article was originally published in The Tan Sheet

Executive Summary

Future ads for FRS Healthy Energy drinks that feature Lance Armstrong must clarify that the athlete is endorsing the product as a celebrity, not as a professional cyclist, according to the National Advertising Division

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FRS fares well in second ad review

The Electronic Retailing Self-Regulation Program approves all but one of the claims FRS Co. makes for its FRS Health Energy drinks. ERSP recommended and the Culver City, Calif., firm agreed claims that the ingredient quercetin supports "the immune system like no other antioxidant" and is "clinically proven to boost energy" should be changed to avoid implying no other antioxidant boosts energy. In a March 16 report following a review prompted by an anonymous complaint, ERSP said FRS' evidence supported claims that its products boost energy, increase focus and that its version of quercetin is "the purest" available. In a previous review, the Council of Better Business Bureaus' National Advertising Division said FRS Healthy Energy ads featuring Lance Armstrong must clarify he is endorsing the product as a celebrity, not as a professional cyclist (1"The Tan Sheet" Sept. 22, 2008). Like the ERSP review, NAD agreed the firm supported its claims. In its statement, FRS said it "supports industry's efforts to ensure integrity in the marketplace.

FRS fares well in second ad review

The Electronic Retailing Self-Regulation Program approves all but one of the claims FRS Co. makes for its FRS Health Energy drinks. ERSP recommended and the Culver City, Calif., firm agreed claims that the ingredient quercetin supports "the immune system like no other antioxidant" and is "clinically proven to boost energy" should be changed to avoid implying no other antioxidant boosts energy. In a March 16 report following a review prompted by an anonymous complaint, ERSP said FRS' evidence supported claims that its products boost energy, increase focus and that its version of quercetin is "the purest" available. In a previous review, the Council of Better Business Bureaus' National Advertising Division said FRS Healthy Energy ads featuring Lance Armstrong must clarify he is endorsing the product as a celebrity, not as a professional cyclist (1"The Tan Sheet" Sept. 22, 2008). Like the ERSP review, NAD agreed the firm supported its claims. In its statement, FRS said it "supports industry's efforts to ensure integrity in the marketplace.

FRS fares well in second ad review

The Electronic Retailing Self-Regulation Program approves all but one of the claims FRS Co. makes for its FRS Health Energy drinks. ERSP recommended and the Culver City, Calif., firm agreed claims that the ingredient quercetin supports "the immune system like no other antioxidant" and is "clinically proven to boost energy" should be changed to avoid implying no other antioxidant boosts energy. In a March 16 report following a review prompted by an anonymous complaint, ERSP said FRS' evidence supported claims that its products boost energy, increase focus and that its version of quercetin is "the purest" available. In a previous review, the Council of Better Business Bureaus' National Advertising Division said FRS Healthy Energy ads featuring Lance Armstrong must clarify he is endorsing the product as a celebrity, not as a professional cyclist (1"The Tan Sheet" Sept. 22, 2008). Like the ERSP review, NAD agreed the firm supported its claims. In its statement, FRS said it "supports industry's efforts to ensure integrity in the marketplace.

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