Overall, Okinawa Life passes muster with ERSP

NEW YORK — The Electronic Retailing Self-Regulation Program last week determined that Kowa Health Care America can support general performance claims for Okinawa Life, a dietary supplement marketed as providing a variety of health benefits. 

“Kowa Health Care America appreciates the opportunity to participate in the Electronic Retailing Self-Regulation Program’s self-regulatory process, and we welcome ERSP’s decision regarding advertising for the Okinawa Life dietary supplement," the company stated. "We are pleased ERSP determined that scientific evidence demonstrates that the soy isoflavones in Okinawa Life support lower cholesterol levels, improved endothelial function and cardiovascular health. We will modify advertising for Okinawa Life in accordance with ERSP’s recommendations.”

While Kowa provided support for claims regarding the nutritional benefits of soy isoflavones, ERSP determined that claims related to zedoary and goya were not adequately supported. As a result, ERSP recommended Kowa modify its advertising to discontinue references to goya and zedoary in a context that implies to consumers that the dosages of these ingredients in Okinawa Life are nutritionally beneficial.

ERSP is an investigative unit of the advertising industry’s system of self-regulation and is administered by the Council of Better Business Bureaus. The marketer’s advertising came to the attention of ERSP pursuant to its ongoing monitoring program.