Swiss Labs Participates In ERSP Forum

New York, NY – July 9, 2009 – The Electronic Retailing Self-Regulation Program (ERSP) has determined that Swiss Labs, Inc. has provided reliable support for certain claims for the company’s Arthri-Zen Relief Dietary Supplement, but recommended the marketer modify certain claims. 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 claims in broadcast and online advertising that included:

• “Imagine 24-HOUR JOINT RELIEF!”
• “Arthri-Zen eases: joint discomfort; muscle and tissue aches; sleepless nights; stiffness and swelling”
• “Arthri-Zen Relief is clinically proven effective in the relief of joint and muscle discomfort.”
• “…And natural products like Glucosamine and Chondroitin just don’t work.”
• “With its unique delivery system Arthri-Zen Relief works quickly and effectively. You’ll feel a difference immediately

ERSP  reviewed  evidence  that  included  a  randomized,  double-blind,  placebo- controlled  clinical  trial  on  the  currently  formulated  Arthri-Zen  Relief  product. Following its review, ERSP determined that the marketer’s clinical study provided adequate support for the marketer’s claims that the product could reduce joint and muscle discomfort when used as directed. However, given that a single study was performed, ERSP recommended that  the marketer discontinue any reference to “clinical studies.”

ERSP noted in its decision that the marketer’s study indicated that 53 percent of the trial subjects who received the Arthri-Zen formulation experienced significantly less pain by the fourth day of the trial. ERSP noted that relief following four days of treatment is not consistent with consumers’ expectations of a product that advertises “immediate” relief. The marketer asserted that it would modify the claim, “immediate relief.”

ERSP further noted that that the marketer’s “24-HOUR JOINT RELIEF” claim could be interpreted by consumers as a reference to a systematic release of the product’s primary ingredients throughout the day. ERSP recommended that the marketer modify the context of the claim to clarify for consumers its intended message that users of the product can experience relief for up to 24 hours in between dosages.