Direct Selling Self-Regulatory Council Recommends Thrive Life Modify or Discontinue Certain Earnings Claims
McLean, VA – July 14, 2025 – The Direct Selling Self-Regulatory Council (DSSRC) of BBB National Programs recommended that Thrive Life, LLC, a direct selling company that markets freeze-dried and rehydrated foods, modify or discontinue earnings claims made by Thrive Life and its salesforce members.
The earnings claims at issue were identified by DSSRC through its ongoing, independent monitoring of advertising claims in the direct selling industry.
The earnings claims that formed the basis of this inquiry include:
DSSRC was concerned that the challenged claims communicated the message that the typical Thrive Life salesforce member can generally expect to earn significant income from the Thrive Life business opportunity.
Thrive Life did not attempt to support the earnings claims that were brought to its attention and took immediate action to try and remove the posts in their entirety or modify the message communicated to the public.
Though Thrive Life was able to remove one of the four posts, three remain available to the public. DSSRC recommends that Thrive Life remove any claims from its website that refer to salesforce members receiving “serious income” and/or “financial freedom.” Any unqualified reference to “financial freedom” will be closely scrutinized by regulators as it may be reasonably interpreted as conveying the unsupported message that life-changing financial results are typically received by participants in the Thrive Life business opportunity.
DSSRC also recommended references to salesforce members receiving “financial independence” from the Thrive Life business opportunity be similarly removed, as should comparisons of income received from a 9-5 job.
Regarding the YouTube video that highlights rewards and incentives (i.e., “I’m in Cancun right now, this is actually the sixth trip that I’ve earned”), DSSRC determined that the video’s disclosure does not adequately convey how frequently the referenced incentives are earned by an average member of Thrive Life’s salesforce and as such, recommended that the 14-minute video be either completely removed or modified to include repeated, clear and conspicuous disclosures highlighting the number or percentage of salesforce members that have earned incentive trips.
In its company statement, Thrive Life stated that it agrees “to comply with the recommendations made by DSSRC and will continue to identify and act on opportunities to provide further compliance training and tools to our salesforce to assist them in communicating truthful and accurate information to the public.”
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.
The earnings claims at issue were identified by DSSRC through its ongoing, independent monitoring of advertising claims in the direct selling industry.
The earnings claims that formed the basis of this inquiry include:
- “financial freedom”
- "Are you tired of the 9-5 grind and being too exhausted for anything at the end of the day Are you looking for financial independence & future residual income that you can pass to your children ”
- “You can simply get the best perks and be your own customer, share to help cover extra household expenses, or grow a serious income”
- “I’m in Cancun right now, this is actually the sixth trip that I’ve earned”
DSSRC was concerned that the challenged claims communicated the message that the typical Thrive Life salesforce member can generally expect to earn significant income from the Thrive Life business opportunity.
Thrive Life did not attempt to support the earnings claims that were brought to its attention and took immediate action to try and remove the posts in their entirety or modify the message communicated to the public.
Though Thrive Life was able to remove one of the four posts, three remain available to the public. DSSRC recommends that Thrive Life remove any claims from its website that refer to salesforce members receiving “serious income” and/or “financial freedom.” Any unqualified reference to “financial freedom” will be closely scrutinized by regulators as it may be reasonably interpreted as conveying the unsupported message that life-changing financial results are typically received by participants in the Thrive Life business opportunity.
DSSRC also recommended references to salesforce members receiving “financial independence” from the Thrive Life business opportunity be similarly removed, as should comparisons of income received from a 9-5 job.
Regarding the YouTube video that highlights rewards and incentives (i.e., “I’m in Cancun right now, this is actually the sixth trip that I’ve earned”), DSSRC determined that the video’s disclosure does not adequately convey how frequently the referenced incentives are earned by an average member of Thrive Life’s salesforce and as such, recommended that the 14-minute video be either completely removed or modified to include repeated, clear and conspicuous disclosures highlighting the number or percentage of salesforce members that have earned incentive trips.
In its company statement, Thrive Life stated that it agrees “to comply with the recommendations made by DSSRC and will continue to identify and act on opportunities to provide further compliance training and tools to our salesforce to assist them in communicating truthful and accurate information to the public.”
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.