New York, NY – January 12, 2005 – The Electronic Retailing Self-Regulation Program (ERSP) has asked 2-Day SlimDown Dietary Supplement (“2-Day SlimDown”) marketed by Momentum Direct, to modify quantified performance claims and comparative claims, and add a disclosure to testimonials. The marketer’s advertising was reviewed pursuant to ERSP’s monitoring program.

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 reviewed core claims that include:

“Safely Lose up to 12 pounds in 2 Days”
“Safe dramatic weight loss of up to 6 to 12 pounds or more.” “…most revolutionary diet of its kind for people who want to lose 10 or 12 pounds fast.”
“I lost 13 pounds in 2 days….”

Momentum Direct represented that a typical customer could lose “up to 6 to 12 pounds.” In the absence of testing on the product itself or testing of the ingredients at the same (or a similar) amount as they are contained in the 2-Day SlimDown, ERSP recommended that these quantified weight loss claims be discontinued. In addition, ERSP recommended that any future advertising for the 2-Day SlimDown include a clear disclosure stating that any weight loss consumers may expect from use of this product is temporary and that meaningful weight loss will result only with an accompanying regimen of diet and exercise. ERSP also noted that any claims that refer to targeted weight loss be discontinued.

Moreover, ERSP recommended that the current exclusivity claim (i.e., “…most revolutionary diet of its kind for people who want to lose 10 or 12 pounds fast”) be discontinued as there are other similar products on the market that were not considered in the marketer’s competitive analysis. Finally, ERSP recommended that, subsequent to reliable testing of the 2-Day SlimDown product, Momentum Worldwide disclose when relevant that testimonials on the site are not typical of what a consumer can expect to achieve.

In response to ERSP’s findings, Momentum Direct stated it “…greatly appreciates the opportunity to take part in this process and would like to thank ERSP for their recommendations” and “…will work to incorporate all of the suggested modifications in future advertising.“