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ERSP urges compliance with testimonial guidelines

This article was originally published in The Tan Sheet

Executive Summary

The Electronic Retailing Self-Regulation Program lauds Nathans Natural for discontinuing claims that its ViLift Anti-Depressant Formula is "rated superior" and "clinically proven" to rid consumers of anxiety and depression. However, the watchdog group Oct. 1 chastised the supplement marketer for replacing the claims with equally inappropriate claims about the product's performance. ERSP says the marketer referenced the historical herbal efficacy of the product's primary ingredient, but did not demonstrate it can "cure" depression or anxiety. ERSP also recommended the New York-based firm discontinue testimonials that do not comply with the Federal Trade Commission's Guide on the Use of Endorsements and Testimonials in Advertising. Nathans Natural says it disagrees with ERSP's conclusions but will comply
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