BBB National Programs Archive

Meliorra Participates In ERSP Self-Regulatory Forum

New York, NY – December 20, 2005 – The Electronic Retailing Self-Regulation Program (ERSP) announced that Meliorra LLC (Meliorra), marketers of the Avotone Wrinkle Relaxant Cream, has voluntary modified performance claims and provided a reasonable basis for specific comparative and establishment claims. ERSP remains concerned about certain permanency claims and has asked Meliorra to modify the claims in question. The marketer’s advertising was reviewed pursuant to ERSP’s monitoring program.

ERSP, the electronic direct-response industry’s self-regulatory forum supervised by the
National Advertising Review Council (NARC), reviewed core claims that include:

“Avotone…can help to slow the aging process and help to give you what one customer calls ‘a non-surgical face lift’.”
“Younger Looking Skin in 15 days, Guaranteed.”
“The LEADING injection free alternative.”
“The active ingredient in Avotone, Acetyl Hexapeptide-3 (Argireline), has been proven to reduce the depth of the wrinkles in the face…”

Meliorra voluntarily modified its advertising and discontinued some claims during the ERPS inquiry, which ERSP appreciated. However, ERSP remains concerned about the specific permanency claim that Avotone “slows the aging-process.” ERSP recommended that the claim be modified to indicate it is an appearance-based claim. Further, ERSP recommended the company clearly and conspicuously indicate that the “guaranteed” language in the claim refers to the company’s money-back policy and is not a performance guarantee.

ERSP determined Meliorra can make comparative claims to cosmetic surgery and cosmetic injections that are based on cost, ease of use, and pain. Finally, ERSP found that the Lipotec study conducted on the 10% acetyl hexapeptide-3 solution, the same concentration as found in Avotone, does provide substantiation for performance and establishment claims.

“Meliorra LLC supports the goals of ERSP and appreciates the opportunity to participate in the self-regulatory process,” the company said. “Meliorra LLC accepts ERSP’s analysis and has modified, and will continue to modify, the language of its site, packaging, and/or advertising as suggested.”