BBB National Programs Archive
Intelligent Beauty Participates In ERSP Forum
New York, NY – January 16, 2009 – The Electronic Retailing Self-Regulation Program (ERSP) has determined that Intelligent Beauty, Inc. has provided a reasonable basis for a general establishment claim, but recommended the marketer modify or discontinue certain claims for the iQ Clear Remedy Acne System.
The marketer’s advertising came to ERSP’s attention pursuant to its ongoing direct response advertising monitoring activities.
ERSP, the electronic direct-response industry’s self-regulatory forum, is administered by the Council of Better Business Bureaus (CBBB) with policy oversight by the National Advertising Review Council (NARC).
ERSP’s inquiry focused on claims included in both online advertising and the product Website. Claims at issue in the ERSP inquiry included:
- “Treats, heals and controls even the toughest acne”
- “97% of users saw no new breakouts!”
- “91%reported clear skin with no active acne”
- “87% saw results in just 3 days”
- “2X’s the acne-clearing power of Proactive”
- “Clearer skin in just 3 days!”
- “Clinically Tested and Proven to Work”
- “Clinically proven to heal the acne you have and prevent new breakouts
- “Clear Remedy outperformed Proactiv in a clinical test. Clear Remedy cleared up acne by 90%. Proactiv only cleared 40%.”
ERSP determined that the marketer’s clinical test provided a reasonable basis for the monadic claim that iQ Clear Remedy is “Clinically Tested and Proven To Work.”
Further, in the course of ERSP’s review, the marketer voluntarily agreed to discontinue the claims discontinued the claims “97% of users saw no new breakouts!”, “91% reported clear skin with no active acne”, “87% saw results in just 3 days”, “2X’s the acne-cleaning power of ProActiv”, as well as the before and after depictions presented online on various websites which purported to represent the results of product use after three days. The marketer agreed also to modify the claim “treats, heals and controls even the toughest acne.”
ERSP determined that an unqualified claim that iQ Clear Remedy provides “Clearer skin in just 3 days!” was not supported by the evidence in the record and recommended that the marketer either modify or discontinue this claim.
ERSP determined that the marketer’s clinical test provided a reasonable basis for the non-comparative claim that iQ Clear Remedy is “Clinically Tested and Proven To Work” but did not provide adequate evidence to support the claim that the iQ Clear Remedy is “Clinically proven to… prevent new breakouts.”
Finally, ERSP determined that the marketer’s testing data did not reliably support the comparative claims disseminated in the advertising.
The company, in its advertiser’s statement said “Although we respectfully disagree with ERSP’s conclusions regarding certain comparative claims, Intelligent Beauty will follow ESRP’s recommendations and modify or discontinue its claims accordingly. Intelligent Beauty is pleased to have participated in ERSP’s self-regulatory process.”