BBB National Programs Archive
KLF International Says it will Discontinue Claims for ‘Venus Factor Weight Loss’ in Response to NAD Inquiry
New York, NY – April 27, 2016 – KLF International, Inc., maker of the Venus Factor Weight Loss System National, has said it will discontinue the advertising claims that were a focus of a National Advertising Division inquiry. Venus Factor also committed to monitor its affiliate marketing so that their advertising remained in compliance with the law.
NAD is an investigative unit of the advertising industry’s system of self-regulation. It is administered by the Council of Better Business Bureaus.
As part of its NAD reviewed advertising claims made by KLF for Venus Factor at the company’s website and in promotional videos.
The following claims served as the basis for NAD’s inquiry:
- “Dramatically increasing your female metabolism”
- “Drop up to three dress sizes in a week.”
- “Strategically eat the foods you crave most, and still experience the slimmest, sexiest waistline of your life.”
- “The Venus Factor is the first and only weight loss plan designed to dramatically increase female metabolism and bring out the sexy goddess in you by deliver fast, long term, enjoyable fat loss.”
- “The key to the Venus Factor method of weight loss is that it has been created specifically to reverse leptin resistance in women.”
- “It helps women make some changes to their nutrition, so that their brains will automatically produce leptin in lower quantities and melt the fat away faster.”
- “Burn fat around the clock, even while you sleep.”
NAD also considered product reviews at sites that appeared to be independent, but where the reviewer may have had a material connection to product and sites that appeared to be news sites but were, in fact, advertising for Venus Factor.
KLF, in response to NAD’s inquiry, advised in writing that the challenged claims were permanently discontinued. The company explained that some of the challenged claims were not made by KLF but were made by affiliates and said that it takes it takes measures to ensure that its’ affiliates advertising for Venus Factor is truthful and accurate.
The company noted that it has terms and conditions in place that require affiliates to disclose that they receive compensation for their marketing of Venus Factor, directs affiliates to refrain from making false claims about Venus Factor and advises affiliates that their advertising for Venus Factor must remain in compliance with all government regulations. An affiliate that violates the terms and conditions is permanently banned.
KLF further advised NAD that it monitors affiliate advertising on a regular basis.
NAD, in its decision, noted its appreciation that the advertiser voluntarily undertook to permanently discontinue the challenged claims and to ensure that marketing by its affiliates is truthful, accurate and not misleading. In reliance on the advertiser’s representation that the challenged advertising claims had been permanently discontinued or modified, NAD did not review the claims on their merits. The voluntarily discontinued claims will be treated, for compliance purposes, as though NAD recommended their discontinuance and the advertiser agreed to comply.
KLF International, in its advertiser’s statement, said the company “agrees with NAD’s analysis and appreciates NAD’s efforts to ensure fair and truthful advertising in the fitness industry.”
The company said it would “continue to diligently monitor claims made by affiliate marketers ….”
Note: A recommendation by NAD to modify or discontinue a claim is not a finding of wrongdoing and an advertiser’s voluntary discontinuance or modification of claims should not be construed as an admission of impropriety. It is the policy of NAD not to endorse any company, product, or service. Decisions finding that advertising claims have been substantiated should not be construed as endorsements.