ERSP Release: 1-800 PATCHES PARTICIPATES IN ERSP FORUM
ERSPsm NEWS
For Immediate Release Contact: Linda Bean
212.705.0129
1-800 PATCHES PARTICIPATES IN ERSP FORUM
Tooth-Whitening Marketer Voluntarily Modifies, Discontinues Claims, Supports Safety Claim
New York, NY – March 10, 2006 – The Electronic Retailing Self-Regulation Program (ERSP) announced that 1-800 Patches, Inc. (1-800 Patches), marketers of the Arctic White Tooth Whitening System, has provided adequate support for one safety claim. The marketer voluntarily modified and discontinued the general performance and comparative claims at issue in this review. The marketer's advertising was reviewed pursuant to ERSP’s monitoring process.
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 reviewed several core claims that included:
“See results in days!”
“…the 6% hydrogen peroxide whitens from the inside out.”
“…strengthening and protecting your new smile.”
“not even professional whitening can match the Artic White patented process.”
“Premeasured vials are safe and convenient.”
ERSP noted that the marketer, in the spirit of voluntary self-regulation, has made significant modifications to advertising for Arctic White. 1-800-Patches has informed ERSP that the product is in the process of being re-packaged and much of the future advertising for the product will be based upon the results of a recently conducted usage study of Arctic White consumers. The marketer submitted several industry publications supporting its claims of fluoride protection and the cleaning mechanics of its carbamide peroxide ingredient.
Lastly, ERSP noted its appreciation for the voluntary discontinuance of the two comparative claims by 1-800-Pharmacy and agreed with the marketer that its claim that Arctic White’s “Premeasured vials are safe and convenient” was accurately communicated.
In response to ERSP’s findings, 1-800 Patches stated while it “… is currently in the process of revising the Arctic White website and packaging, according to the changes that we have discussed, and in association with ERSP’s recommendations. We were happy to participate in the process”
For a copy of the ERSP Decision, please contact Tessa Barrera at 212.705.0104.
For media inquiries, please contact Linda Bean at 212-705-0129.
ERSP, which is administered by the Council of Better Business Bureaus (CBBB), was launched on August 1. 2004, with policy oversight provided by the National Advertising Review Council (NARC), to look at the truth and accuracy of claims in direct-response marketing. The direct-response industry includes long-form (infomercial) productions, short-form commercials, live home-shopping channels, print advertising, Internet marketing and radio advertising. This self-regulatory forum inquires about the evidentiary support that a marketer possesses for product claims communicated in direct-response advertising. Advertising claims come to ERSP’s attention through competitive challenges and ERSP’s ongoing monitoring program.
ERSP’s inquiry was conducted under the NARC/ERA Policy and Procedures for the Electronic Retailing Self-Regulation Program. Details of the initial inquiry, ERSP’s decision and the marketer’s response are available at the NARC Website, www.narcpartners.org.
The National Advertising Review Council (NARC) was formed in 1971 by the Association of National Advertisers, Inc. (ANA), the American Association of Advertising Agencies, Inc. (AAAA), the American Advertising Federation, Inc. (AAF), and the Council of Better Business Bureaus, Inc. (CBBB). NARC establishes the policies and procedures for the CBBB’s National Advertising Division (NAD) and Children’s Advertising Review Unit (CARU), as well as for the National Advertising Review Board (NARB).
This unique self-regulatory system is funded entirely by the business community. ERSP’s funding is derived from membership fees in the Electronic Retailing Association.