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ERSP warns Beveragette not to overstate efficacy claims

This article was originally published in The Tan Sheet

Executive Summary

Beveragette Ventures can keep marketing claims that its GEM Keep It Cool Menopause Relief Drink reduces symptoms of menopause, but should drop modifiers like "dramatically" and "significantly," the Electronic Retailing Self-Regulation Program says in a report released Feb. 11. The industry watchdog explained the modifiers and testimonials suggesting consumers would receive "immediate results" overstated "the breadth of evidence" the firm submitted. However, the firm provided sufficient data to support claims that its supplement, made mostly of natural extract from black cohosh root, could help alleviate menopause-related hot flashes, night sweats and irritability. Beveragette said it would comply with the recommendations

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