ERSP Recommends Leading Edge Remove Certain Ad Claims

NEW YORKThe Electronic Retailing Self-Regulation Program (ERSP) has recommended that Leading Edge Marketing Inc., modify or discontinue certain advertising claims for its VigRX line of male enhancement products. ERSP further recommended the marketer better disclose to consumers that it owns the websiteBetterSexMall.comwhere its products are reviewed and better disclose whether the reviews are written by employees or independent third parties.

ERSP, the electronic direct-response industrys self-regulatory forum, is administered by the Council of Better Business Bureaus (CBBB) with policy oversight by the National Advertising Review Council (NARC).  The marketers advertising came to ERSPs attention through an anonymous competitive complaint. ERSP examined claims made in broadcast and online advertising for three Leading Edge products, VigRX, VigRX Plus and VigRX Oil.

Claims at issue included:

ERSP also reviewed other claims made for the BetterSexMall.com. At the outset of ERSPs inquiry, the marketer took certain steps to modify the website. While ERSP determinedthe marketer took some steps to improving disclosure information, ERSP found the marketer did not adequately disclose the material connections between Leading Edge Marketing, the products being reviewed and the reviewers of the products and recommended the marketer take additional action. ERSP further noted the marketer did not produce comparative sales data supporting the implied message that its product sells best" and relied instead on anecdotal information such as the number of affiliates who market the product" or the fact that Leading Edge Marketing may be a global retailer." 

Quite simply," ERSP noted, this type of information is not adequate support for a number one sales claim."

Following its review, ERSP noted there have been no human studies on the VigRX product and determined that the marketers evidence did not provide adequate support for the strong performance claims disseminated in the advertising."  ERSP recommended the marketer modify or discontinue the general efficacy claims at issue. Regarding advertising claims made for VigRX Plus, ERSP noted the advertiser submitted a triple blind, placebo-controlled randomized study of 75 people that served to support claims related to desire, orgasmic functioning and intercourse (overall) satisfaction. However, ERSP recommended the marketer modify claims related to stamina and erection size, and more powerful orgasms" to more accurately reflect the context in which the study data was presented. Further, ERSP recommended the marketer modify claims that the product is clinically proven," or Doctor Approved," as they appeared in the context of the advertising at issue.

Regarding VigRx Oil, ERSP determined the toxicity studies submitted by the advertiser did not provide a reasonable basis for certain claims of product performance and efficacy, in the context in which they appeared. ERSP recommended the marketer modify or discontinue the claims. The company, in its marketers statement, said Leading Edge wishes to thank ERSP for its attention to detail and for its guidance on many matters, and for the professionalism with which the process was conducted. Leading Edge also looks forward to implementing additional changes that ERSP recommended. Leading Edge is pleased ERSP recognized the value of its major human study [and] is also pleased ERSP appreciated the value of its numerous other efficacy and safety tests, conducted by laboratories from the United States to Europe to Asia, and the paper published in a peer-reviewed, scholarly journal on some of those tests," the company said.