New York, NY – March 14, 2006 – The Electronic Retailing Self-Regulation Program (ERSP) announced that Trimlife, Inc. (Trimlife ), marketer of the TrimLife Advanced Nutritional Supplement, voluntarily discontinued performance and establishment claims and was cautioned by ERSP on voluntarily modified safety and testimonial claims. 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 and supervised by the National Advertising Review Council (NARC). ERSP reviewed core claims that include:

• “It’s not uncommon to lose up to 10 pounds within a week’s period of time.”
• “7 days…7 pounds” (email advertisement)
• “This powerful ingredient will block fat absorption by as much as
• 40% WITHOUT the side effects of other well-known thermogenic products that contain Ephedrine.”
• “…after using the product for 5 days I was able to loose 7 lbs, 11/2″ off my thigh, 1″ off my chest.”
• “TrimLife Advanced is a safe and effective way to help you reach your weight loss goal.”
• “A forum of the country’s best fitness experts, including exercise physiologists, dietitians, nutritionists and personal trainers were consulted on what would be the “ideal” product to enhance fat loss
• … control hunger and increase energy… and after years of researching the latest products, ingredients and scientific data, we came up with a plan.”

ERSP noted in its decision that the marketer, in the spirit of voluntary self-regulation, discontinued the performance and establishment claims at issue in this inquiry by the marketer. ERSP also appreciated the voluntary removal of more atypical testimonials on the Trimlife website. However, ERSP cautioned TrimLifethat testimonials are anecdotal and are subject to direct substantiation and that it is generally recommended that healthy weight loss results in only losing 1 to 2 pounds per week. ERSP found that the marketer provided support for the safety claim “TrimLife Advanced is a safe and effective way to help you reach your weight loss goal.”

In response to ERSP’s findings, Trimlife stated it “accept[s] the final decision of ERSP in its entirety and hereby agree to modify the advertising.”