Breath Capsules Don't Work: BreathAsure files for Bankruptcy.

Even the Government Says So! - Please read the 3 reports below:

Sugar in Breath Mints feed the bacteria that give you bad breath!:

Altoids and other products of that type contain high concentrations of sugar. Sugar feeds the bacteria that create the sulfur compounds found in bad breath. Therefore, it is completely ridiculous to use candy to fight an oral/medical condition. Same goes with chewing gum that contains sugar. If you are really stuck, please use non-sugar gum or mints.

Published Reports on BreathAsure:

Report 1: LA TIMES (BreathAsure files for Bankruptcy - Will be Auctioned Off - Owners admit product doesn't work!)

Report 2: From: Quackwatch Home Page

"BreathAsure Claims Halted By Federal Court"

Report 3: From: Better Business Bureau Advertising Review Programs,(Council of Better Business Bureaus, Inc. National Advertising Division Press Release) "BreathAsure Agrees To Modify Unsubstantiated Ad Claims"

From: Quackwatch Home Page

BreathAsure Claims Halted By Federal Court

The Warner-Lambert Company, which manufactures Certs breath mints, Clorets mints and gum, Dentyne gum, and Listerine antiseptic mouthwash, has obtained a federal court order to stop BreathAsure Inc., of Calabasas, California, from continuing to claim or imply that its internal breath freshener products, BreathAsure and BreathAsure-D, get rid of bad breath for hours and give users clean, fresh breath, even after they consume onions, garlic, or other foods containing aromatic substances. Claims of this type have been made on product labels, in radio, television, and magazine ads, and on the Internet. Since 1994, the Council of Better Business Bureau's National Advertising Division has investigated twice and concluded that such claims were unsubstantiated.

The active ingredients in BreathAsure are said to be parsley seed and sunflower oils. BreathAsure-D, also said to aid digestion, contains these ingredients plus ginger, chamomile, and true licorice. Warner-Lambert's suit charged that taking BreathAsure capsules with water is no more effective in fighting bad breath than drinking water alone.

The federal court order, dated November 19, 1998, permanently PROHIBITS BreathAsure, Inc., from claiming, either directly or by implication, in any advertising or promotion or promotional context with respect to BreathAsure, BreathAsure D, or any other "internal breath freshener" that:

It works. It provides users with clean breath. It lasts and lasts on the toughest offenders: Pizza, garlic, onions, spicy foods, coffee and more. It cleans bad breath for hours. It usually lasts four to six hours or until the next time you eat something that might produce bad breath. It gives you clean fresh breath for hours from the inside out. It will help stop morning breath as well as bad breath caused by garlic, onions, pizza, coffee and other foods. It is an "internal breath freshener." It is guaranteed to give you clean fresh breath for hours. It works with the digestive system, often the cause of offensive breath. It is "America's number one selling breath freshener." It lasts for hours. Guaranteed to give clean fresh breath for hours. Swallow with liquid after eating or any time you want the confidence of fresh breath. It will stop bad breath caused by the foods you eat. Use it any time you want clean breath. It works from the inside out. It cleans your breath naturally from the inside out. It took a team of researchers five years to develop this unique secret formulation and blending process. It is a breath freshener. It is designed to fight bad breath caused by foods.

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Better Business Bureau Advertising Review Programs

Council of Better Business Bureaus, Inc.

National Advertising Division Press Release

For Immediate Release:

Contact: Lynne Collins 212-705-0120

Breathasure Agrees To Modify Unsubstanatiated Ad Claims

New York, New York -- The National Advertising Division (NAD) of the Council of Better Business Bureaus, Inc. announces that BreathAsure, Inc. ("Breathasure") has agreed to modify unsubstantiated advertising claims for its BreathAsure capsules. NAD has determined that BreathAsure does not have a reasonable basis to continue certain claims of product performance - in terms of the capsules' efficacy and mechanism of action. Following NAD's recommendations, BreathAsure's future advertising will more clearly communicate that BreathAsure is useful as a complimentary product, or component of an overall oral hygiene program for consumers. The Warner-Lambert Company, manufacturer of Certs and Clorets breath mints, challenged the truthfulness and accuracy of BreathAsure's print, television and radio advertising that included: "...works with your digestive system and it gets rid of bad breath for hours."

NAD's inquiry was conducted under NAD/NARB Procedures for Voluntary Self-Regulation of National Advertising and was resolved in 60 business days. Details of the initial inquiry, NAD's decision and the advertiser's response are included in an NAD Case Report published today.

# # # The National Advertising Review Council (NARC) was formed in 1971 by the advertising industry and four leading trade associations to foster truth and accuracy in national advertising through voluntary self-regulation. NARC is the body that establishes the ground rules for the National Advertising Division (NAD), the Children's Advertising Review Unit (CARU), and the National Advertising Review Board (NARB).

NAD and CARU are the investigative arms of the advertising industry's voluntary self-regulation program. Their casework results from competitive challenges from other advertisers, but also from self-monitoring traditional and new media, including the Internet. The National Advertising Review Board (NARB), the appeals body, is a peer group from which ad-hoc panels are selected to adjudicate those cases that are not resolved at the NAD/CARU level. This unique, self-regulatory system is funded entirely by the business community; CARU is financed by the childrens' advertising industry, while NAD/NARB's sole source of funds is membership in the Council of Better Business Bureaus, Inc.