New York, NY – December 13, 2005 – The Electronic Retailing Self-Regulation Program (ERSP) announced that Pharmavite LLC (Pharmavite), marketers of the Nature Made® Cholest-Off® Dietary Supplement (Cholest-Off), has substantiated general performance and establishment claims, and has voluntarily agreed to make more conspicuous disclosures in its advertising. The marketer’s advertising was reviewed pursuant to ERSP’s ongoing 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:

“Cholest-Off’s proprietary blend can reduce cholesterol up to 24% on average in just 30 days.”
“…contains ingredients that are clinically proven to reduce cholesterol safely and naturally.”
“I began to take your product and within 28 days my cholesterol dropped 30 points!”

ERSP determined that the clinical data provided by Pharmavite provided a reasonable basis for its establishment and testimonial claims for Cholest-Off, as well as the quantified claim to “reduce cholesterol up to 24% on average in just 30 days.” ERSP noted, as well, that the scientific literature provided by Pharmavite demonstrated that its claim concerning the phytonutrient comparison to lettuce and corn was appropriate. ERSP also appreciates the marketer’s willingness to include more conspicuous disclosures regarding the typical range of performance that consumers may expect from taking the product.

Pharmavite, in its response to ERSP’s findings, said it “…appreciates the opportunity to participate in the ERSP self-regulatory process. We are pleased that the ERSP has determined that the core performance, establishment, and testimonial claims made for Nature Made® CholestOff® are substantiated… Pharmavite is a strong supporter of the voluntary advertising regulation process and is appreciative of the ERSP’s important role in that process, and of the ERSP’s thorough review of the detailed scientific evidence submitted in support of claims made for CholestOff.”