Direct Selling Self-Regulatory Council Recommends Le-Vel Discontinue Certain Earnings and Health-Related Product Performance Claims in Compliance Inquiry

For Immediate Release
Contact: Abby Hills, Director of Communications, BBB National Programs

703.247.9330 / press@bbbnp.org

McLean, VA – January 19, 2022 – The Direct Selling Self-Regulatory Council (DSSRC) of BBB National Programs opened a compliance inquiry to review advertising from Le-Vel Brands, LLC that had been the subject of an inquiry from 2020. In this compliance inquiry, DSSRC found new social media posts that communicated a message that Le-Vel’s products can relieve health-related conditions as well as social media posts that referred to the significant income that can be earned from the Le-Vel business opportunity. DSSRC recommended that these new product performance and earnings claims, made by Le-Vel salesforce members, be discontinued. 

The inquiry was commenced by DSSRC, responsible for independent monitoring of advertising and marketing claims in the direct selling industry, as part of its compliance process. Le-Vel is a multi-level direct selling company that sells health and wellness products. 

The claims in question include, but are not limited to:

  • “I am so excited to start my new journey with Thrive by Le-Vel! It has helped so many people I know, especially those who have cancer and diabetes to feel more energized, lose weight, == and also improve overall health and nutrition.”
  • “I use Chill to help my anxiety and C-PTSD.”
  • “Come join thrive Both men and women can do thrive – depression/anxiety.
  • “… helps with your anxiety”
  • “I suffer from a lot of health issues. One of the major ones is rheumatoid arthritis… I have had the most effective results from this and my pain is not as excruciating as its was…”.
  • “Rheumatoid arthritis!!  Diabetes!! Hypertension!! Asthma!! -  these are some of conditions that help you control the nutrition of Le-vel Thrive”
  • It’s helping him with is Diabetes and back problems…”
  • “Level Thrive Million Dollar Leader
  • Arthritis is 70% gone
  • If you have …arthritis, lupus, fibromyalgia, MA, need mental clarity – then you NEED this THRIVE experience!...”
  • Have an income that provides for our family. Within 8 months… we replaced not only my entire salary but it almost doubled it.”

 

As noted in previous DSSRC cases, including the 2020 Le-Vel inquiry, health-related claims must be supported by competent and reliable scientific evidence, as defined by the Federal Trade Commission (FTC). Regarding the earnings claims, DSSRC communicated to Le-Vel in the 2020 inquiry its concern that a reasonable consumer may interpret such claims to mean that salesforce members can earn significant income from the Le-Vel business opportunity.

Le-Vel communicated to DSSRC that its compliance team was in the process of removing all of the social media posts in question prior to receiving DSSRC’s compliance inquiry. In a few cases, the owners of the social media posts had received compliance notices from Le-Vel and had been terminated months before the DSSRC compliance inquiry was received. 

DSSRC appreciated the company’s commitment to having the challenged content removed, and good faith effort to remove the social media posts from circulation. 

DSSRC will continue to monitor the online and social media advertising for Le-Vel’s products as well as claims made about the Le-Vel business opportunity by the company and its salesforce to ensure that the dissemination of such unsupported product and earnings claims is not a systemic issue. 

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

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About BBB National Programs: BBB National Programs is where businesses turn to enhance consumer trust and consumers are heard. The non-profit organization creates a fairer playing field for businesses and a better experience for consumers through the development and delivery of effective third-party accountability and dispute resolution programs. Embracing its role as an independent organization since the restructuring of the Council of Better Business Bureaus in June 2019, BBB National Programs today oversees more than a dozen leading national industry self-regulation programs, and continues to evolve its work and grow its impact by providing business guidance and fostering best practices in arenas such as advertising, child-directed marketing, and privacy. To learn more, visit bbbprograms.org.

About the Direct Selling Self-Regulatory Council: The Direct Selling Self-Regulatory Council (DSSRC), a division of BBB National Programs, provides independent, impartial monitoring, dispute resolution, and enforcement of false product claims and income representations made by direct selling companies and their salesforce members across digital platforms. The DSSRC seeks to establish high standards of integrity and business ethics for all direct selling companies in the marketplace. 

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