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As publishers of magazines serving the natural products industry and its customers, New Hope Network has established minimum standards for advertisements appearing in its publications.
Our goal is to enhance public health and safety, support industry self-regulation, and foster the responsible growth of our industry. We present these standards in a spirit of cooperation with current industry efforts to ensure quality and integrity. We also believe these standards will increase consumer confidence in products advertised in our publications and help consumers make educated choice.
Advertisers are encouraged to review the entire document. Placement of advertising in our publications represents your agreement to participate in our Advertising Standards Program. But we want to emphasize that this document is a work in progress, open at all times to industry comment and review.
These standards cover four areas of focus:
A. Product Safety
B. Product Ingredients
C. Product Claims
D. Advertising Methods/Techniques
Each substandard contains "standards" and "guidelines". "Standards" are the minimum requirements which advertisements in all New Hope Network publications must meet. If any advertising standard is less stringent than, or in conflict with, an applicable government regulation, the government regulation will take precedence. "Guidelines" which relate to long-term industry goals, are recommended but not required.
New Hope Network views these standards as part of the larger industry effort to improve the health of the American people, the accuracy of information provided to the public, and the safety and integrity of the products they buy. We are pleased to work with manufacturers, distributors, brokers, retailers, advertising agencies, trade associations and other organizations in a mutual effort to accomplish these goals.
This is a working document. Standards will be updated and refined as necessary. Because we want standards that are fair, reasonable, concise and understandable, we encourage comments, questions and concerns from industry members and groups. Please submit all questions or comments to [email protected]
Advertisers are responsible for knowing and complying with all standard.
New Hope Network reserves the right to determine the eligibility of any advertisement for inclusion in any of its publications.
Unless New Hope Network perceives a situation that truly compromises consumer safety or jeopardizes the integrity of our company or the industry, we will encourage advertisers to make any necessary corrections and make certain they have ample time to do so. New Hope Network will strive to collect and review the contents of all advertisements, but we cannot guarantee that every potential deviation from our standards will be identified and communicated to advertisers. Please feel free to contact the Advertising Standards staff if you feel an advertisement in a New Hope publication is not in compliance with the Advertising Standards. Standards will be updated and refined as necessary, and advertisers will receive automatic updates.
These standards apply to advertisements in the publications of New Hope Network only. Although New Hope Network seeks to operate its Advertising Standards Program in compliance with all applicable laws and regulations, inclusion of an advertisement in one of New Hope Network's publications does not serve as a guarantee that a governmental or regulatory agency will not take action against a particular advertisement under that agency's own authority. In addition, these standards do not constitute an approval system.
We believe that upholding these standards will ultimately benefit our readers, our advertisers and the industry. If we and our advertisers work together to create even higher levels of reader trust, we will surely see increased sales of natural products and an increased likelihood of continued self-regulation for our industry.
Purpose: To ensure the safety of products and services advertised in the publications of New Hope Network.
Products or services advertised must be safe as promoted for intended use.
Products advertised or marketed to appeal to children must have appropriate cautions or warnings to prevent misuse by children.
Products that are unsafe or inappropriate for use by children should not be marketed in a manner that is targeted toward children.
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.
Essential oils not extracted from a plant should be described as "artificial" or "synthetic." Descriptors such as "fragrance" or "essence" are not adequate.
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.
Laxatives, stimulants and bronchodilators should be clearly identified in advertising.
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 Network.
To ensure the truthfulness and accuracy of product statements.
To ensure substantiation and traceability of product statements.
To promote thorough understanding and knowledge of products and product statements.
To promote equal evaluation and comparison of like products.
To preserve the integrity and meaning of legitimate statements such as "organically grown," "cruelty free," "recycled" and "recyclable."
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 Network 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."
Advertisers should provide substantiation of organic statements and/or organic certification documents at the request of any inquiring reader.
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 Network representative.
If a product is said to be free of a substance that actually remains in residual amounts, the residual amount should be disclosed.
"Recycled" and "recyclable" statements must be truthful and comply with applicable parts of FTC Guides for the use of Environmental Claims and EPA regulations.
"Recycled" and "recyclable" statements should be accurate and supported by a network of recycling centers in the U.S.
Charitable contribution statements must be supported by documentation and made available at the request of a designated New Hope Network representative.
The following product advertisements are prohibited in any publication of New Hope Network:
To ensure understanding and traceability of all advertised products.
To promote equal evaluation and comparison of like products.
To ensure guarantees are fair and honored.
Product advertisements should include the full name of the manufacturer or distributor, complete address, phone number and website.
The following information should be made available to any inquiring reader:
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.
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.
Data cited should be made available on request to any inquiring reader.
The advertiser is responsible for the accuracy of all information present in the advertisement.
Advertisers are encouraged to provide:
Advertisers are requested to adhere to ethical considerations in areas including, but not limited to, the following:
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