New York, NY – March 19, 2018 – The National Advertising Division has referred advertising claims made by Perfect Prime for “Perfect Prime Anti-Aging Serum” to the Federal Trade Commission for further review, after the company failed to respond to an inquiry from NAD.

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 ongoing monitoring of advertising claims, NAD asked the advertiser to provide its substantiation for claims made in celebrity endorsements, consumer testimonials and express claims that include:

• “The natural ingredients in Perfect Prime Serum are designed to help increase your collagen levels naturally and without side effects. These components also help reduce the visibility of wrinkles and fine lines by promoting the elasticity and tightness of the skin by promoting the elastin levels.”

• “Perfect Prime Face Serum boosts collagen that can help both men and women look decades younger without going through expensive or painful treatments.”

• “Achieve visibly younger looking skin.”

Despite repeated efforts by NAD, the advertiser failed to provide a substantive response to NAD’s request for support for the challenged claims or participate in any way in the self-regulatory process.  Consequently, NAD is referring this matter to the Federal Trade Commission for possible enforcement action.

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.