Business ProfileforBiofit

According to information in BBB files, the business is using fake celebrity endorsements in its advertising, specifically Facebook. BBB's Code of Advertising indicates that advertising which uses testimonials or endorsements is misleading if they are not genuine and do not represent the current opinion of the endorser (Section 30, Testimonials and Endorsements).

In June 2017, BBB contacted the business regarding its advertising of free trial periods of its products. Consumers that sign up for the free trial period are enrolled in a monthly subscription for additional products. BBB requested the business substantiate that the claims meet the standards outlined in BBB's Code of Advertising (Section 18, Negative Option Plans, Continuity Plans and Automatic Shipments). The Code maintains that "Any advertisement for a product or service that includes an offer to sell or provide consumers with additional goods or services under a negative option feature must include a clear and conspicuous disclosure of all material terms of the negative option feature." Material terms that should be clear and conspicuous include the existence of the negative option feature, the cost of the additional goods or services, how consumers can cancel and avoid future shipments and charges, and how consumers can return items that they do not want. The Code continues that "advertisers must avoid making disclosures that are vague, unnecessarily long or which contain contradictory language."

Additionally, BBB asked the company to substantiate claims made on its website about the efficacy or results of using the company's products. BBB requested the business substantiate the claims per standards outlined in BBB's Code of Advertising (Section 34, Claimed Results). Claims as to efficacy or results which will be obtained by or realized from a particular product should be based on recent and competent scientific or other objective data. Advertisers should be prepared to substantiate such claims.

The business has responded to BBB's and stated:

" The underlying cause of complaints is due primarily to customers who take advantage of our trial terms. If they forget to cancel before the end of their trial period they still feel entitled to keep the product they received and used without paying for it."