New York, NY – June 28, 2010 – The Electronic Retailing Self-Regulation Program (ERSP) has determined that Sarpes Beverages LLC can support general efficacy claims for Dream Water, but recommended the marketer modify certain consumer testimonials.

The marketer’s advertising came to ERSP’s attention through ERSP’s routine monitoring of electronic direct-response 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).

ERSP examined claims in online advertising that included:

• · “The First Water that Helps You Relax and Fall Asleep.”
  • · “Wow, I haven’t been able to sleep in years and in just one night the lemon shot worked. I started feeling really relaxed within just a few minutes o taking the shot…” Susan, Washington dc
• · “…and in about 20 minutes I started to get pretty tired. I went to bed and fell fast asleep in no time” Emily, Charlotte, NC
• · “…helped me to fall asleep in like 30 minutes instead of 2 hours.” David, Orlando, FL
• · “The Dream Water worked better than just the melatonin I had been taking and it’s great.” Ken, Houston TX

ERSP determined that the marketer provided a reasonable basis for its core message of product efficacy, as well as its representation that Dream Water is the “First Water that Helps You Relax and Fall Asleep.”

However, ERSP determined that the marketer did not adequately support claims made in consumer testimonials regarding the onset of action (“just a few minutes;” “20 minutes;” “30 minutes”) and recommended the advertiser discontinue such claims.

The company, in its marketer’s statement, said it appreciated ERSP’s review. “We will be vigilant that all media containing any testimonials be thoroughly monitored … ,” the company said.