“Vibrant White” Marketer Discontinues Claims, Revised Website, Folowing ERSP Inquiry

New York, NY – Sept. 14, 2009 – In response to an inquiry from the Electronic Retailing Self-Regulation Program (ERSP), Ecommerce Solutions, Inc., has voluntarily discontinued certain claims related to the company’s Vibrant White tooth whitener and said it will disclose on a product-review Website the company’s relationship to the Vibrant White product, actions ERSP determined were necessary and proper. ERSP further determined that certain advertising claims made for the product were supported.

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 online advertising, following a challenge by Procter & Gamble. Claims at issue included:

• ““Up to 14 shades whiter!”
• “Professional Strength Whitening Ingredients”
  • “Typically you will begin to see results in 4-5 days of using Vibrant White twice a day.”
• “America’s Most Trusted Teeth Whitening Product”
  • “Our teeth whitening gel is specifically formulated to help avoid tooth sensitivity while cleaning deep into your tooth’s enamel.”
• “Results of 9 shades in only 14 days!”
  • “Crest Whitestrips Premium Plus showed results of 3-4 shades after 2 weeks of use even though it was more expensive than the Vibrant White Pen.”
• “Crest Original Whitening Strips performed as expected, 1-2 shades noticed after two weeks of use…”

At the outset of the ERSP inquiry, the marketer informed ERSP that it would voluntarily discontinue the following claims

• “America’s Most Trusted Teeth Whitening Product”
• “Our Teeth Whitening Gel Is Specifically Formulated To Help Avoid Tooth Sensitivity While Cleaning Deep Into Your Tooth’s Enamel.”
• “Crest Whitestrips Premium Plus Showed Results Of 3-4 Shades After 2 Weeks Of Use Even Though It Was More Expensive Than The Vibrant White Pen”
• “Crest Original Whitening Strips Performed As Expected, 1-2 Shades Noticed After Two Weeks Of Use… .”