To preserve the integrity and meaning of legitimate statements such as "organically grown," "cruelty free," "recycled" and "recyclable."
Standard III.A. Substantiation Of Health Benefit or Nutrient Content Statements
1. Advertisers must have substantiation of health benefit statements, whether express or implied or contained in product names. Adequate substantiation, including, but not limited to, copies of published scientific studies, with journal name, date, volume, etc. must be provided at the
request of a designated New Hope Natural Media representative.
2. A bibliography of research will not generally be adequate, unless it is accompanied by the above documentation.
3. Advertisers must provide substantiation of nutrient or ingredient content claims, which may consist of a certificate of analysis or analytical results from a qualified testing laboratory.
4. Testing must follow good laboratory practices including method validation, calibration and confirmation by an independent (FDA- registered if possible) laboratory.
GUIDELINE: Substantiation Of Health Benefit Statements
1. Advertisers are encouraged to provide and have available substantiation of all health benefit statements or ingredient content statements to any inquiring reader.
2. All testing to validate health benefit statements or ingredient content statements should be performed by an independent, certified laboratory with published good laboratory practices.
Standard III.B. Superlative Statements
Superlative statements should only be made if they are true and not misleading. The advertisers should have substantiation of such statements and must provide it at the request of a designated New Hope Natural Media Representative.
Example: Superlative statements include: "best in the world," "best product in the U.S.," "only the finest herbs," "only the purest water," "the only," "the most potent," "the most effective."
Standard III.C.
Personnel Or Process Statements
1. Individuals presented as doctors must have a full and accurate title such as N.D., M.D., Ph.D., D.Ed., O.M.D. Such individuals must disclose details of their education and training at the request of a designated New Hope Natural Media representative.
2. Titles and initials must be stated clearly and, if not commonly known, must be spelled out or explained.
3. Statements about facilities, staff, quality control procedures, manufacturing processes or testing must not be overstated. Proof of such practices or test results must be supplied at the request of a designated New Hope Natural Media representative.
Standard III.D. Health Benefit Statements
1. Product advertisements should not claim to diagnose, mitigate, treat, cure or prevent any diseases including, but not limited to, cancer, heart disease, AIDS, diabetes or Alzheimer's disease.
2. Product advertisements making or implying benefit statements for the above mentioned diseases must do so in language that clearly defines the benefits and follows current FTC policies.
3. Substantial scientific data, to be determined at the discretion of New Hope Natural Media, will be required to support a benefit statement pertaining to such diseases. The data, if published, must include journal name, date, volume, etc.
Standard III.E. Organic Statements
1. "Organic" must be used truthfully in all statements.
2. All organic production statements must be in compliance with applicable state and federal laws.
3. Advertisements claiming "certified" organically grown or processed must have on file the appropriate certification documents. Such documentation must be available at the request of a New Hope Natural Media representative.
4. Advertisements claiming a product or ingredients are organically grown but do not have a third-party certification must state the following, in writing, at the request of a designated New Hope Natural Media representative:
A. Who determined the product or ingredients to be organic?
B. Which organic law or standard is used?
C. Do all the processing facilities that handled the product comply with that law or standard?
5. Blanket statements such as "all ingredients are organically grown or wild-crafted" must be documented. Information supporting such statements must be available at the request of a designated New Hope Natural Media representative.
GUIDELINE: Organic Statements
Advertisers should provide substantiation of organic statements and/or organic certification documents at the request of any inquiring reader.
Standard III.F. Pesticide Free Statements
Advertised claims involving "pesticide free," "unsprayed" etc. must be documented. Information supporting such statements must be available at the request of a designated New Hope Natural Media representative.
Standard III.G. "No" and "Free" Statements
1. "Absolute" terms describe the amount of nutrient in one serving of food. When these terms such as "No," "low," "high," "lite," "free," and "lean" are used, they must comply with the FTC Policy Statement on Food Advertising and the FDA's definitions for nutrient content terms.
2. Such statements must not be deceptive and must fully disclose relevant facts.
Example: A statement of "no salt added" is deceptive if the product contains a high amount of sodium from hydrolyzed vegetable protein. "No oil" is deceptive when the product is naturally high in fat such as peanuts.
3. Products advertised to be free of ingredients with
a particular activity must disclose the presence of ingredients with similar activity.
Example: Products that contain no caffeine,
but do contain ephedrine.
4. Such statements must be substantiated with documentation available at the request of a designated New Hope Natural Media representative.
GUIDELINE: "No" and "Free" Statements
If a product is said to be free of a substance that actually remains in residual amounts, the residual amount should
be disclosed.
GUIDELINE: Cruelty-Free Statements
1. Products advertised as "cruelty free" and "not tested on animals" should comply with criteria established by such
animal protection organizations as PETA and NAVS.
2. Documentation of "cruelty free" and "not tested on animals" statements should be available at the request of a designated New Hope Natural Media representative.
Standard III.I. Recycled Statements
"Recycled" and "recyclable" statements must be truthful and comply with applicable parts of FTC Guides for the use of Environmental Claims and
EPA regulations.
GUIDELINE: Recycled Statements
"Recycled" and "recyclable" statements should be accurate
and supported by a network of recycling centers in the U.S.
Standard III.J.
Charitable Contribution Statements
Charitable contribution statements must be supported by documentation and made available at the request of a designated New Hope Natural Media representative.
Standard III.K. Statements Involving Testing
1. Test results referred to in advertisements must be made available at the request of a designated New Hope Natural Media representative.
2. Testing statements must be significant and relevant, and not confusing or deceptive.
3. Statements and conclusions made about test
results must be logically derived from and supported by test data.
4. Photos and data derived from tests, including stylistic or artistic renditions must be accurately and objectively labeled and interpreted.
GUIDELINE: Statements Involving Testing
1. Advertisers are encouraged to provide test results at the request of any inquiring reader.
2. Advertisers should disclose the source of funding for any tests cited.
Standard III.L. Disallowed Advertisements
The following product advertisements are prohibited
in any publication of New Hope Natural Media:
- Alternatives to street drugs
- Recreational euphoriants/stimulants
- Sexual stimulants/enhancers
New Hope Natural Media evaluates all advertisements as a whole, including text, product names and images used. New Hope Natural Media allows advertisements for products that support natural sexual function, but not those that seek to enhance sexual pleasure or endurance.
Table of Contents | Product Safety | Product Ingredients | Product Claims
Advertising Methods | Appendix
