BBB National Programs Archive
Procaps Laboratories Participates In ERSP Self-Regulatory Forum
New York, NY – March 22, 2006 – The Electronic Retailing Self-Regulation Program (ERSP) has found that marketer ProCaps Laboratories (“ProCap”) has provided adequate support for general efficacy, establishment, comparative and safety claims for its of Cholox and Cholox Plus (i.e., Cholox+) cholesterol-reducing supplements. ERSP did recommend the company consider a number of changes to future advertising.
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). In response to anonymous consumer and competitive complaints, ERSP reviewed several core claims that included:
- “You can lower your cholesterol 30, 40, 50, or up to 100 points or more…” “Numerous clinical studies have shown that when used with cholesterol lowering drugs, the active ingredient in Cholox makes it easier to achieve a lower cholesterol number which helps reduce the drugs required, as well as the risk of side effects.”
- “Cholox makes the first and only vitamin that can reduce cholesterol naturally”
- “It’s safety and efficacy has been proven in hundreds of studies involving thousands upon thousands of subjects.”
ProCap submitted a volumin ous amount of published scientific literature as support for its claims. Following a review of the evidence, ERSP determined that the research adequately supported general performance and establishment claims. ERSP noted in its decision that it does not believe consumers would misinterpret the marketer’s statement that “Until now, that kind of cholesterol reduction was thought only possible with dangerous drugs.”
ERSP recommended the marketer avoid categorically stating that a precise amount (i.e., “double”) of cholesterol reduction will occur when Cholox is combined with Solos, another ProCap product. Further, ERSP recommended that future advertising describe the product as the only “multi-vitamin” product that can reduce cholesterol naturally.
ERSP concluded that the safety representations made in ProCaps’ advertising were supported by the clinical research and by statements made by regulatory authorities.
In its marketer’s statement, ProCaps Laboratories said it is pleased that ERSP has determined that the company “possessed a reasonable scientific basis for the central claims contained in its Cholox advertising campaign.
“ProCaps also appreciated ERSP’s suggestions and may find them helpful in future advertising for this product,” the company said.