Direct Selling Self-Regulatory Council Recommends Pure Haven Discontinue Salesforce Member Earnings Claims

McLean, VA – June 27, 2023 – The Direct Selling Self-Regulatory Council (DSSRC) of BBB National Programs recommended that Pure Haven, LLC discontinue certain earnings claims made by salesforce members on Facebook, TikTok, and YouTube. 

The inquiry into Pure Haven, which markets household products and personal care products, was commenced by DSSRC through its ongoing independent monitoring of advertising and marketing claims in the direct selling industry. 

The earnings claims that formed the basis of this inquiry include, but are not limited to:

• “financial freedom”
• “someone who left corporate to be home with her boys…financial freedom”
• “… it’s a great passive income for me…and I’m hoping when I retire this will be something huge”
• “add residual income or start a business full time. So many who lost income due to the pandemic are leveraging this opportunity”
• “Residual income?...Part time and full time”
• “I have the opportunity to earn money to pay for my cancer treatment and travel expenses”
• “residual income; #financialfreedom”
• “paid off all your debt and bought your dream home…drive a free Porsche that they pay for?...lead a large tea of people making lots of $, earning free luxury trips”
• “pay off $10k medical bills with Pure Haven earnings in less than a year; consultant pays off student loans with Pure Haven earnings in 2 years; takes dream trips to South African safari with 4 months of Pure Haven earnings; replace 6 figure income in 18 months”

As stated in DSSRC’s Guidance on Earnings Claims for the Direct Selling Industry, some words and phrases commonly used in earnings claims can carry a particularly high risk of being misleading to consumers. Such words and phrases include claims such as “financial freedom,” “full-time income,” “replacement income,” “residual income,” and “career-level income.” Furthermore, earnings claims must be substantiated and representative of a level of earnings that can be generally expected by the audience. 

When DSSRC opened its inquiry and informed Pure Haven of its concern that these types of earnings claims can lead a reasonable consumer to conclude that salesforce members can earn significant, career level, or replacement income from the Pure Haven business opportunity, Pure Haven did not contest DSSRC’s concerns. Instead, Pure Haven promptly responded to the DSSRC inquiry and took steps to have the salesforce member posts discontinued.  

Nine of the 12 posts were immediately discontinued, two of the remaining posts are from individuals no longer affiliated with Pure Haven, and one of the posts is from an unidentified individual. DSSRC recommended that Pure Haven continue its efforts to have the remaining posts discontinued. 

All BBB National Programs case decision summaries can be found in the case decision library. For the full text of DSSRC decisions, visit the DSSRC Cases and Closures webpage.