One World Live Participates In ERSP Forum

New York, NY – Dec. 19, 2007 – The Electronic Retailing Self-Regulation Program (ERSP) has determined that OneWorldLive supported several claims but recommended the marketer discontinue  and  modify  several  other  claims  in  advertising  for  the  Ageless  Woman  Skin Treatment System. The marketer’s advertising came to ERSP’s attention pursuant to its ongoing monitoring program.

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).

Claims at issue in the ERSP inquiry included:

Clear Revelations:

• “Improves skin hydration by 30% in only 14 days”
• “Exfoliates and promotes cellular renewal”

Rejuvafirm

• “superhydrate; even out skin toner, lift sagging skin””
• “reduce fine lines and wrinkles by up to 54%”

Real Radiance

• “Shields your skin from UVA & UVB damage”
• “Within 5 minutes Real radiance can help increase hydration in your skin by up to an incredible 48%”
• “Clinically proven to outperform vitamins C & E in reducing the signs of aging by200%.”

Rest & Revitalize

• “So effective the results appear much like Botox.”
• “promotes collagen III production”

All Eyes On You

• “Clinically proven to help increase skin elasticity around the delicate eye area by a shocking 71%.”

InstaYouth Masque

• “..makes you look 20 years younger and in only 20 minutes.”
• “more effective than many spa treatments.” Hyrdofusion Technolo
• “…clinically proven HydraFusion Technology diminishes wrinkles with 12 natural botanicals”
• “Clinically shown to reduce the appearance of wrinkles up to 27% in just 30 days”

AW27 Technology

• “…formula enriched with AW27, clinically shown to improve skin firmness up to 11% in just 4 weeks and lift sagging skin up to 18% in 8 weeks.”
• “AW27 clinically shown to lift sagging, aging skin.

Superiority Claim

• “The best skin care system ever developed.”

ERSP determined that the marketer supported the general efficacy claims for both Clear Revelations and Rejuvafirm but determined that the marketer should discontinue their quantified claims.

ERSP remained concerned about the claim that Real Radiance is “clinically proven to outperform vitamins C and E in reducing the signs of aging by 200%” and determined that its quantified claim should be discontinued. ERSP determined that although the marketer supported use of the products as an effective absorbent of UVB rays, it did not provide evidence supporting the use of the ingredients as effective absorbers of UVA rays.

ERSP  determined  that the marketer  was  able to support the  claims  made  for  the  Rest  and Revitalize product but did not support the establishment claim made for the All Eyes On You product.   ERSP also determined that the marketer’s “…look 20 years younger and in only 20 minutes” claim” claim for its InstaYouth Masque product be modified.

ERSP determined that the marketer’s general performance claim for Hydrofusion technology was supported but recommended that the marketer discontinue its establishment (“clinical”) claims. Additionally, ERSP determined that the marketer’s studies supported the establishment claims for the AW27 technology with respect skin firmness and sagging skin.

Finally, ERSP determined that the claim that the Ageless Woman system is “the best skin care system ever developed” is one of overall product superiority and recommended that the claim be discontinued in its advertised context.

The company, in its marketer’s statement, said “One World agrees to accept the ERSP decision in its entirety and agrees to modify its advertising accordingly.”