ERSP Finds Dr-Ho’s Can Support Certain Claims For “Slimmies”

New York, NY – August 10, 2011 – The Electronic Retailing Self-Regulation Program (ERSP) has determined that clinical studies on a key ingredient – LuraLean – provide adequate support for performance claims made by DR-Ho’s for “Slimmies Weight Loss Chocolates.” The marketer agreed to voluntarily modify other claims as recommended by ERSP.

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).

The marketer’s advertising came to ERSP’s attention pursuant to its ongoing monitoring program. ERSP reviewed online advertising for Slimmies, and identified several claims for review, including:

Performance Claims

  • “SLIMMIES weight loss chocolates will gently expand in your stomach to help curb your appetite and cravings to help you prevent from over-eating.”
  • “SLIMMIES’ active ingredient will help give your metabolism the boost it needs by cleaning the build up of triglycerides, undigested food and fats from your digestive system.”
  • “It’s natural and safe.”
  • “No more diets and depriving yourself, just eat sensible and remember your Slimmies.”

 

Establishment Claims

  • “SLIMMIES Weight Loss Chocolates contain a breakthrough active ingredient that is clinically shown to help absorb the fats from the foods you eat. It helps bind to the oils, fats and grease to help reduce your calorie absorption.”
  • “In a study conducted by the University of Connecticut, participants were provided with either Slimmies’ Proprietary Ingredient or a Placebo. Compared to their baseline weights, participants who took Slimmies’ Proprietary Ingredient lost on average 4.9 lbs in just 4 weeks. Comparatively, those who took the Placebo only lost an average of 0.4 lbs.”
  • “Clinically proven active ingredient formulated with a delicious mouth watering chocolate that will help reduce fat absorption, control you appetite, and help boost your metabolism…”
  • “Slimmies’ patented ingredient is backed by clinical studies showing safe, consistent weight loss.”

 

As support for performance claims, DR-Ho’s submitted various studies relating to LuraLean, a form of glucomannan, and its effect on feelings of fullness and satiety. The marketer explained that glucomannan is a water-soluble dietary fiber derived from the konjac root. These studies demonstrated that participants who consumed LuraLean prior to meals were able to achieve greater weight loss than while on a control treatment. Other studies submitted showed that LuraLean effectively reduced glucose levels.

Regarding the claim that Slimmies can absorb fat, DR-Ho’s informed ERSP that it will modify the language to more accurately reflect LuraLean’s effect on metabolic activity.

ERSP noted in its decision that the marketer had made a concerted effort to limit claims to appetite suppression and caloric absorption while clearly noting the clinical evidence is applicable to the active ingredient LuraLean, rather than Slimmies itself.

The company, in its advertiser’s statement, said it “…greatly appreciates the opportunity to participate     in   the Electronic Retailing  Self-Regulation Program    and    is    pleased that ERSP determined that scientific evidence substantiated its core marketing claims that the studies on the key ingredient in the Slimmies – LuraLean – helps reduce appetite and assists in weight loss.”