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• Advertising Review:

  BBB promotes truth in advertising by contacting advertisers whose claims conflict with the BBB Code of Advertising. These claims may come to our attention from our internal review of advertising, consumer complaints and competitor challenges. BBB asks advertisers to prove their claims, change ads to make offers more clear to consumers, and remove misleading or deceptive statements.

  On 5/25/2022, BBB contacted the business regarding their advertised products on their website. The business claims "We personally go to the farthest reaches of the globe to find the highest quality natural ingredients" which is considered puffery and have not substantiated the claim.  In addition, BBB asked the business to substantiate health claims as advertised for the product. The business failed to provide proof that products are made in the USA as required by BBB’s Code of Advertising.

  The business advertised the following product on their website:

  “Chlorophyll, Liquid

  • Digestive tract detoxifier
  • Supports detoxification
  • Upregulates Phase II enzymes”

  “Go green with Liquid Chlorophyll. This formula features chlorophyll – the green pigment in plants responsible for harvesting the sun’s energy in photosynthesis. Known to support your body on both a molecular and cellular level, chlorophyll promotes intestinal, digestive and immune health. Featuring a proprietary chlorophyll complex, this minty fresh formula also helps neutralize body odors and acts as a natural, internal deodorant. Boost your energy and overall well-being today with Liquid Chlorophyll.”

  “Born in the Wild

  We personally go to the farthest reaches of the globe to find the highest quality natural ingredients, and we ensure their living nutrients are protected and delivered to you just as nature intended.”

  “Proven in the Lab

  Made in the USA, we manufacture our products in our own state-of-the-art facility, where in-house Quality Control teams perform more than 600 tests across our product line to ensure you get the most potent and effective products nature can offer.”
  
  

  The BBB Code of Advertising States:

  1. Basic Principles of the Code

  1.1 The primary responsibility for truthful and non-deceptive advertising rests with the advertiser. Advertisers should be prepared to substantiate any objective claims or offers made before publication or broadcast. Upon request, they should present such substantiation promptly to the advertising medium or BBB.

  1.2 Advertisements which are untrue, misleading, deceptive, fraudulent, falsely disparaging of competitors, or insincere offers to sell, shall not be used.

  1.3 An advertisement as a whole may be misleading by implication, although every sentence separately considered may be literally true.

  1.4 Misrepresentation may result not only from direct statements, but by omitting or obscuring a material fact.

  29. Subjective Puffery Claims

  29.1 Expressions of opinion or personal evaluation of the intangible qualities of a product or service are likely to be considered puffery. Such claims are not subject to the test of truth and accuracy and would not need substantiation.

  29.2 Puffery may include statements such as “best food in the world” and “we try harder” as well as other individual opinions, statements of corporate pride, exaggerations, blustering and boasting statements upon which no reasonable buyer would be justified in relying. Puffery also includes general claims of superiority over comparable products that are so vague that it can be understood as nothing more than a mere expression of opinion.

  29.3 Ultimately, whether any particular statement or claim is puffery will depend upon the context in which it is used in the advertisement.

  34. Claimed Results

  Claims relating to performance, energy savings, safety, efficacy or results for a product or service should be based on recent and competent testing or other objective data.

  37. “Made in USA” Claims

  37.1 “Made in USA” and similar terms used to describe the origin of a product must be truthful and substantiated.

  37.2 An advertiser must not express or imply that a product or product line is exclusively “Made in USA” unless all or virtually all of the product is made in the U.S. All significant parts and processing that go into the product must be of U.S. origin. That is, the product should contain no — or negligible — foreign content.

  37.3 Advertisers can refer to products that are manufactured with foreign components as “Assembled in USA,” if the product's principal assembly and last substantial transformation was completed in the U.S.

  37.4 Qualified “Made in USA” claims, for example, “60% U.S. content,” “Made in U.S. of U.S. and imported parts,” are appropriate for products that are manufactured or have been substantially assembled domestically. However, advertisers must avoid making these claims if a significant amount of assembly or material of the product was not completed in the U.S. Qualified “Made in USA” claims, like unqualified claims, must be truthful and substantiated.

  As of 6//2022, business has not responded to BBB emails or substantiated claims.