NAD Recommends Bliss World, Crotton, Modify Or Discontinue Certain Advertising Claims For “Turbocell” Cellulite-Reducing Leggings

New York, New York – Nov. 14,  2011 – The National Advertising Division of the Council of Better Business Bureaus has recommended that Bliss World LLC and Crotton S.A. modify or discontinue certain advertising claims for Crotton’s “Turbocell” leggings.

NAD, the advertising industry’s self-regulatory forum, requested substantiation for claims made in Internet advertising, including:

• “The ‘hottest’ way to ditch dimples and lose inches.”
• “When worn 8 hours a day for 8 weeks, [Turbocell leggings have] been shown 
• to decimate dimples by 19.05%* and melt off up to 2” from thighs, hips and  
• buttocks via a patented 3-layer fabric.”

*Based on medical testing at the Civil Hospitals of Strasbourg, France

• “The elasticized outer layer delivers continuous micro-massage action, the
• 100% natural latex middle layer ups body temperature and circulation to promote fluid drainage…, and the 100% hypo-allergenic ribbed cotton inner layer wicks moisture and enhances the massaging action – all while shaping your silhouette.”
• “Doesn’t lose cellulite-fighting power when washed.”
• “See results in as little as 8 weeks – no exercise required.

In response to NAD’s inquiries, Bliss explained that it is the online retail point of distribution for the product and that it would voluntarily modify advertising at its website by removing the references to “lose inches,” “decimate dimples 19.05% and melt off up to 2’,” and “no exercise required.”  Bliss also modified the claim “See results in as little as 8 weeks” with a disclosure: “Individual results might vary.” 

Crotton explained that it manufactures and distributes its products through Svelte Brands, LLC, and that Bliss, as a reseller/dealer of Turbocell leggings, is responsible for its own advertising.  Crotton acknowledged, however, that it provides resellers with marketing information, including testing results. 

NAD noted in its decision that Crotton presented two studies in support of its claims – one conducted in Spain in 1982 and another conducted in France in 2001.

The 1982 study consisted of an assessment of an “elastic bandage on human tissue.”  Based on the dated nature of the study, NAD questioned whether this study tested the Turbocell leggings as currently marketed for sale.  Further, neither the original study report (in Spanish) nor the translated portion contained information on the key aspects of the study’s methodology, including the number of subjects, their age and body composition, the mode of subject selection, the length of the study, if it was a home use study and how long the subjects wore the bandage.

Absent the full methodology, NAD determined that the study’s results were insufficient to support the challenged claims.

NAD also questioned certain aspects of the second study, including whether the testing was performed on the product now being marketed. Crotton failed to provide additional information as to its concerns about both studies.

Given the absence of confirmation that the marketed product was tested and the absence of key information of about the test methodology and statistical analysis, NAD determined that study could not support the challenged claims.

NAD determined the modifications made by Bliss were necessary and appropriate, but recommended that the company discontinue the claim “See results in as little as 8 weeks.”

NAD further recommended that both parties discontinue all of the challenged performance claims and that any future claims be limited to the fabric construction and composition.

Bliss, in its advertiser’s statement, said it accepts NAD’s decision in its entirety. Crotton said it would take NAD’s recommendations into consideration in future advertising.