September 22, 2010 (Washington, D. C.) ? As part of its successful Truth in Advertising program, the Natural Products Foundation last week met with officials from the U.S. Federal Trade Commission (FTC) to discuss enforcement of dietary supplement advertising standards.

John Gay, President of the Natural Products Foundation, led the meeting, which focused on twelve companies that did not respond to the Natural Products Foundation?s notice of advertising non-compliance. ?Through the Foundation?s Truth in Advertising Program, we identify cases of non-compliant dietary supplement advertising and attempt to assist the companies involved in correcting their ads,? said Gay. ?However, when companies refuse to bring their advertising into compliance, direct regulatory action needs to be taken.?

The Foundation?s Truth in Advertising program, a unique, industry-supported project, has issued fifty-five warning letters since January. Most companies receiving the letters have responded in a positive fashion, correcting problems identified by the Foundation. During the meeting with FTC representatives, Gay discussed the Foundation?s willingness to lead the self-regulatory program. Gay also discussed the need for support from the FTC to address problems that could not be resolved in a collegial manner.

?The Natural Product Foundation?s primary goal throughout this effort is to work with industry members and raise the overall standard of dietary supplement advertising,? said Derek Hall, board chair of the Foundation. ?The Truth in Advertising Program provides a much needed self-regulatory and educational presence in the world of dietary supplement advertising.?

The Truth in Advertising Program has received broad support from industry insiders and federal representatives. Extensive educational information is provided on the Foundation?s website to assist companies in need of guidance: Truth in Advertising Resources. Companies that want to proactively become members of the Truth in Advertising program can take the foundation?s pledge: Truth in Advertising Pledge.

For more information about the Natural Product Foundation?s Truth in Advertising program, contact executive director Deb Knowles at 941-349-9044 or debknowles@naturalproductsfoundation.org.