New York, NY – June 24, 2009 – The Electronic Retailing Self-Regulation Program (ERSP) has determined that Weight Management Institute, LLC, which markets the MytoSlim Weight Loss Supplement, has provided reliable support for certain performance claims but recommended the marketer discontinue a superiority claim and an establishment claim. The marketer’s advertising came to ERSP’s attention pursuant to its ongoing monitoring efforts.

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 claim in Internet advertising that included:

• “Lose up to 3 times more body fat.”
• “200% more weight loss than diet and exercise alone”
• “Increase fat burning enzyme activity up to 10 times normal levels.”
• ”Enhance metabolism”
• “Increase energy”
• “Reactivate fat burning enzymes”
• “With #1 rated key weight loss ingredient”
• “In 2 Gold Standard Clinical Trials, the key active in MytoSlim was 3x more effective than diet and exercise alone.

The Weight Management Institute explained that MytoSlim’s key active ingredient is 3-acetyl-7-oxo-dehydroepiandrosterone, or 7-oxo-DHEA which is also referred to as “7-Keto DHEA.”

During the course of the inquiry, the marketer agreed to discontinue the claim that MytoSlim will “Increase fat burning enzyme activity up to 10 times normal levels” and allow consumers to “Lose up to 3 times more body fat.”

ERSP further recommended that the marketer discontinue claims that the 7-Keto DHEA ingredient is the #1 rated key weight loss ingredient” and “In 2 Gold Standard Clinical Trials, the key active in MytoSlim was 3x more effective than diet and exercise alone.”

ERSP determined that the marketer provided a reasonable basis for the claim of “200% more weight loss than diet and exercise alone” and the general claims that directed use of the product will ”Enhance metabolism”, “Increase energy”, and help to “reactivate fat burning enzymes.”