To ensure guarantees are fair and honored.
GUIDELINE: Names and Addresses
Product advertisements should include the full name of the manufacturer or distributor, complete address, phone number and website.
Standard IV.A. Use of Surveys
1. Advertisers citing survey statistics and drawing conclusions from those surveys must have on file the following information:
- Methodology of survey
- Who conducted the survey
- The date the survey was conducted
- A written offer explaining how to obtain a copy of the survey.
2. The above information must be made available
at the request of a New Hope Natural Media
representative.
3. Survey results must not be misrepresented.
GUIDELINE: Use of Surveys
The following information should be made available to
any inquiring reader:
1. Selection criteria for survey population
2. Number of people surveyed
3. Margin of error of the survey
4. Source of funding for the survey.
Standard IV.B. Use of Quotes
1. Quotes must not be misrepresented by being taken out of context.
2. Endorsements by consumers must represent what the typical experience of consumers would be, not the experience of just a few customers. Simply stating that "Not all consumers will get these results" or "Your results may vary" is not enough.
3. Endorsement quotes must cite the speaker, date
and source of the quote. All consumer and expert endorsements should follow the FTC Guides Concerning the Use of Testimonials and Endorsements.
Standard IV.C. Use of Disclaimers
Advertisers should not use fine print disclaimers to contradict other statements in an ad or to clear up misimpressions that the ad would leave otherwise.
Standard IV.D. Use of Photos and Illustrations
1. Photos and illustrations may not be deceptive or misleading.
2. Photos used in an advertisement that depict any aspect of a product's processing, manufacture or test must be of the manufacturers' facility, or accurately labeled with the name of the facility pictured and its relationship to the exhibitor's product.
3. Before/after and comparison photos must be used
in the following manner:
- Include a caption stating the time of the first photo and the time of the second photo.
- Exposure and print techniques must be identical for each photo.
4. Photos and illustrations should not contain additional misleading features or characteristics.
Standard IV.E. Use of Art and Technical Terms
1. Artistic or contrived terms used in advertisements must be understandable.
2. The use of a term must not differ from its commonly accepted meaning.
GUIDELINE: Use of Art and Technical Terms
A coined term or descriptive phrase should not be used to imply one products' superiority over another solely by virtue of the use of that coined term or phrase.
Standard IV.F.
Use of Comparison and Negative Advertising
1. All comparison and negative advertising must comply with FTC policies. FTC defines comparison advertising as that which "compares alternative brands on objectively measurable attributes or price and identifies the alternative brand by name, illustration or other distinctive information."
2. Negative statements about companies or products should be thoroughly documented and such documentation made available at the request of a designated New Hope Natural Media representative
GUIDELINE: Use of Comparison and Negative Advertising
Data cited should be made available on request to any
inquiring reader.
Standard IV.G. Use of Guarantees
1. Guarantees made in an advertisements must be easily understandable, must not be misleading, and must state whether additional terms and/or conditions apply. Advertisements should follow the FTC Guides for the Advertising of Warranties and Guarantees.
2. Companies offering guarantees must honor
the guarantee.
Standard IV.H. Use of Information
The advertiser is responsible for the accuracy of all information present in the advertisement.
GUIDELINE: Use of Information
Advertisers are encouraged to provide:
1. Information that is primarily educational and helps to better understand the product.
2. Information that states product limitations and encourages an integrated approach to wellness using a variety of techniques.
3. Information from an impartial third party.
4. Information about the cultural context of use or philosophical basis of formulation.
5. Information which addresses cultivation techniques and ingredient and product processing methods.
6. Information that explains technical terms and cites references for any statements made.
GUIDELINE: Standard IV.I. Ethical Considerations
Advertisers are requested to adhere to ethical considerations in areas including, but not limited to, the following:
1. Racism
2. Sexism
3. Sexually explicit materials
4. Animal cruelty
5. Decorum
6. Environmental concerns.
FOR FURTHER INFORMATION on governmental
regulations that apply to advertising dietary supplements in the United States, please refer to the Federal Trade Commission's guide, Dietary Supplements: An Advertising Guide for Industry. This document can be found at the following internet address:
http://www.ftc.gov/bcp/conline/pubs/buspubs/dietsupp.htm
Table of Contents | Product Safety | Product Ingredients | Product Claims
Advertising Methods | Appendix
