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August 10, 2011
NEW YORKProduct performance claims forDR-Hos Slimmies Weight Loss Chocolates" are supported by clinical studies on its key ingredient LuraLean, according to the Electronic Retailing Self-Regulation Program (ERSP), which had questioned statements made on DR-Hos website. However a claim that the product absorbs fat" was not substantiated, and DR-Hos agreed to modify it.
ERSP reviewed online advertising for Slimmies, and identified several claims for review, including:
SLIMMIES weight loss chocolates will gently expand in your stomach to help curb your appetite and cravings to help you prevent from over-eating."
SLIMMIES active ingredient will help give your metabolism the boost it needs by cleaning the build up of triglycerides, undigested food and fats from your digestive system."
Its natural and safe."
No more diets and depriving yourself, just eat sensible and remember your Slimmies."
SLIMMIES Weight Loss Chocolates contain a breakthrough active ingredient that is clinically shown to help absorb the fats from the foods you eat. It helps bind to the oils, fats and grease to help reduce your calorie absorption."
In a study conducted by the University of Connecticut, participants were provided with either Slimmies Proprietary Ingredient or a Placebo. Compared to their baseline weights, participants who took Slimmies Proprietary Ingredient lost on average 4.9 lbs in just 4 weeks. Comparatively, those who took the Placebo only lost an average of 0.4 lbs."
Clinically proven active ingredient formulated with a delicious mouth watering chocolate that will help reduce fat absorption, control your appetite, and help boost your metabolism"
Slimmies patented ingredient is backed by clinical studies showing safe, consistent weight loss."
As support for performance claims, DR-Hos submitted various studies relating to LuraLean, a form of glucomannan, and its effect on feelings of fullness and satiety. The marketer explained glucomannan is a water-soluble dietary fiber derived from the konjac root. These studies demonstrated that participants who consumed LuraLean prior to meals were able to achieve greater weight loss than while on a control treatment. Other studies submitted showed that LuraLean effectively reduced glucose levels.
Regarding the claim that Slimmies can absorb fat, DR-Hos informed ERSP that it will modify the language to more accurately reflect LuraLeans effect on metabolic activity.
ERSP noted in its decision that the marketer had made a concerted effort to limit claims to appetite suppression and caloric absorption while clearly noting the clinical evidence is applicable to the active ingredient LuraLean, rather than Slimmies itself.
The company, in its advertisers statement, said it greatly appreciates the opportunity to participate in the Electronic Retailing Self-Regulation Program and is pleased that ERSP determined that scientific evidence substantiated its core marketing claims that the studies on the key ingredient in the SlimmiesLuraLeanhelps reduce appetite and assists in weight loss."
In March 2009, ERSP recommended a different company, which was selling a weight-loss supplement with7-Keto DHEA Zylotrim, modify or discontinue claims about doubling the activity of fat-burning enzymes.
ERSP, the electronic direct-response industrys self-regulatory forum, is administered by the Council of Better Business Bureaus (CBBB) with policy oversight by the National Advertising Review Council (NARC).
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