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ERSP tells Brazilian Basics to forget Alzheimer's claim

This article was originally published in The Tan Sheet

Executive Summary

The claim that the AO3 Boomer Berry dietary supplement "Lowers the risk of developing Alzheimer's" is an unsupported disease claim and should be discontinued, the Electronic Retailing Self-Regulation Program says. However, other cognitive health claims Brazilian Basics makes for the acai berry and omega-3 fish oil product -- "Sharpen your concentration" and "Improve your mental clarity" -- are adequately substantiated, the unit of the Council of Better Business Bureaus said July 24. ERSP also advised the firm on AO3 Boomer Berry's claims related to joint support, heart health and increased energy. Tampa, Fla.-based Brazilian Basics said it "will use ERSP's views and recommendations to make revisions in its future advertising" of the product

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