CPMC Participates In ERSP Self-Regulatory Forum

New York, NY – January 25, 2005 – The Electronic Retailing Self-Regulation Program (ERSP) announced that CPMC, LLC (CPMC), marketers of the Voluptas Breast Enhancement Supplement, have provided a reasonable basis for general performance claims. ERSP has recommended the marketer modify other specific performance, comparative, and safety claims and clarify graphical representations of claims. The marketer’s advertising was reviewed pursuant to ERSP’s monitorin g 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:

• “Clinically Proven to increase cup size, lift and circumference of your breast.” “Increased Bust Circumference! Increased Cup Size!; Increased Perkiness!; Fuller Breasts!; Higher Sexual Drive & Confidence!; Increased Sexual Activity!”
• “Went from B Cup to D Cup in 4 weeks”
• “Only breast enhancement product with double strength formula.”
• Graphs indicating: “Cup size increase 2.22; Bust Circumference Increase 2.59.”

ERSP determined that the four-month clinical study provided a reasonable basis for CPMC’s establishment claims and claims of general product performance but was not persuaded that claims based upon subjective survey responses (“….Increased Perkiness!; Fuller Breasts!; Higher Sexual Drive & Confidence!; Increased Sexual Activity”) were adequately supported.

ERP also determined that certain statements in the infomercial (i.e., “all you have to do is take the tablets”; “…just take the pill”) could be reasonably interpreted by consumers as meaning that the stated product performance resulted simply from taking the tablets alone, which was not the case.

In addition, ERSP was concerned by the potential ambiguity of the graph used by the marketer in both the infomercial and on the Website which depicted the cup size increase of Voluptas users from baseline measurements. ERSP recommended the marketer clearly communicate in future advertising that that the depicted increase is not representative of cup size but is based on a numerical coding system.

The marketer confirmed that its internal company sales data supported the claim that “Thousands of women have increased their breast size.” However, as the National Advertising Division (NAD) of the Council of Better Business Bureaus concluded in previous review, the marketer did not provide adequate support for the claim that Voluptas “Helps your body’s natural chemistry produce and balance hormones that stimulate growth of breast cells and tissue.