Advertising Standards and Guidelines

I. Product Safety
Purpose: To ensure the safety of products and services advertised in the publications of New Hope Natural Media.

Standard I.A. Directions and Warnings
Products or services advertised must be safe as promoted for intended use.

Standard I.B. Child Safety
Products advertised or marketed to appeal to children must have appropriate cautions or warnings to prevent misuse by children.

GUIDELINE: Child Safety
Products that are unsafe or inappropriate for use by children should not be marketed in a manner that is targeted toward children.

II. Product Ingredients
Purpose: To ensure all ingredients are listed honestly, potencies are true, origins are accurate, appropriate consumer cautions and warnings are made, and dietary benefits can be easily identified.

Standard II.A. Quantitative Potency Statements
1. Products advertising a specific amount of a dietary ingredient or a specific potency (with the exception of homeopathic products) must be tested to ensure that statements are accurate. Documentation of such testing should be available at the request of a New Hope Natural Media representative.

2. Potency terminology must be easily understood by a lay person with one exception: Homeopathic products may declare potency or dilution using methods outlined in the Homeopathic Pharmacopoeia of the United States.

3. Substantiation for standardized potency statements must be made available at the request of a New Hope Natural Media representative.

Standard II.B. Basis of Formulation
1. All advertised homeopathic products must comply with the Homeopathic Pharmacopoeia of the United States and the FDA Compliance Policy Guide, 7231.15, "Conditions under which Homeopathic Medicines May Be Marketed."

2. Products formulated using a specific philosophy should be identified.

Example: "A traditional Chinese formula."

3. Products advertised to be "ancient" formulas should have documentation to support the claim, and contain only those ingredients originally included in the "ancient" formula.

4. Ancient formulas combined with modern ingredients should disclose these modifications to the original formula.

Standard II.C. Natural Flavors and Essential Oils
1. If the name of a fruit, spice, essential oil, or other flavor or fragrance is part of a product title, then that product must contain that substance. If it does not, a disclaimer must appear directly under the product name.

2. If the product contains only the essence of a flavor, then the word "flavored" should be an integral part of the product's description.

GUIDELINE: Natural Flavors and Essential Oils
Essential oils not extracted from a plant should be described as "artificial" or "synthetic." Descriptors such as "fragrance" or "essence" are not adequate.

Standard II.D. Common Names
Product ingredients listed in an advertisement must be described by their common or usual names, except for homeopathic products which must be labeled with the Latin binomial.

GUIDELINE: Disclosure of Active Ingredients
Laxatives, stimulants and bronchodilators should be clearly identified in advertising.

GUIDELINE: Endangered Plants and Animals
Advertisements of products consisting of or containing any ingredients derived from threatened or endangered plant or animal species are not recommended in any publication of New Hope Natural Media.