ERSP Reviews Advertising for ‘Jidue,’ Recommends Marketer Modify or Discontinue Certain Claims

The Electronic Retailing Self-Regulation Program (ERSP) has recommended that Audy Global modify or discontinue claims for “Jidue,” a facial massager intended to help reduce eye puffiness, facial tension, and wrinkles.

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.

ERSP reviewed broadcast and online advertising claims for Jidue, including:

• “Reduces puffiness and dark circles”
• “Improves blood circulation”
• “Alleviates eye fatigue”
• “Relieves muscle tension and stress”
• “Relieves sinus pain”
• “Helps you sleep through the night”
• “Reduces wrinkle development”
• “CLINICALLY PROVEN to help relieve eye puffiness, facial tension and stress.”
• "It's clinically proven to reduce the development of wrinkles while helping to eliminate puffy eyes and unsightly bags starting in just a few days."

As support for the performance and establishment claims at issue, the marketer submitted testing on Jidue. This study included subjects who self-reported the results of using Jidue over a thirty-day period.

Following its review of the evidence in the case record, ERSP did not object to the general description of Jidue, i.e., “Jidue's patented 18 acupulse massagers stimulate your acupressure points that date back over 1000 years, including qingming for eye fatigue and pain, qiuhou that focuses on dry eye and inflammation, and zanshou and yuyao for stress headaches," or that the product can provide a relaxing massage.

However, ERSP determined that the marketer did not provide adequate support for claims that included: 

• “clinically proven” results
• "Helps you sleep through the night”
• “Reduce wrinkle development”
• “Reduces puffiness and dark circles”

ERSP recommended the marketer modify or discontinue the claims in the context in which they were communicated.

The company, in its marketer’s statement, said, “Audy Global Enterprises is conducting further tests consistent with the ASRC standards and will be bringing all future advertising into compliance with their standards. Audy Global will rewrite and update existing claims compliant with the existing self-reported trials performed on the Jidue Facial massager.”