Business ProfileforExipure

BBB promotes truth in advertising by contacting advertisers whose claims conflict with the BBB Code of Advertising. These claims may come to our attention from our internal review of advertising, consumer complaints and competitor challenges. BBB asks advertisers to prove their claims, change ads to make offers more clear to consumers, and remove misleading or deceptive statements.

On 5/17/2022, BBB contacted the business regarding their advertised products on their website. The business advertised a price comparison with slashed pricing without disclosing what the comparison is based on. The business claims "180 – Day money back guarantee" but does not clearly and conspicuously state the conditions. In addition, BBB asked the business to substantiate health claims as advertised for the product. The business failed to disclose the basis for price comparison and substantiate that products are made in the USA as required by BBB’s Code of Advertising.

The business advertised the following product on their website:

• Exipure - 1 Bottle Exclusive Limited Time Discount

                 Normally $199.00

                 Today’s price $59.00

• Exipure - 6 Bottle Exclusive Limited Time Discount + 2 Free Bonuses

                 Normally $1194.00

                 Today’s price $234.00

• 100% SATISFACTION

                180 – DAY MONEYBACK GUARANTEE

  “Your order is protected by an iron clad 180-day 100% money-back guarantee. If you are not astonished how fast your deep stubborn fat stores melt away into pure energy or shocked as you admire you new toned slim body in the mirror, then at any time in the next 180 days let us know and we’ll refund every single penny of your investment. No questions asked.”

• Manufactured in the USA
• Lauren is 35 lbs lighter so far….

5 Stars Verified Purchase “I never used to leave the house…”

Lauren G. – Wyoming, USA

-The slash on the price indicates that there is a price comparison being made without disclosing the basis for the comparison.

-The detail of the warranty is not clear and conspicuous disclosed on the website as there is a statement claiming, “satisfaction guarantee,” “money back guarantee,”.


The BBB Code of Advertising States:

1. Basic Principles of the Code

1.1 The primary responsibility for truthful and non-deceptive advertising rests with the advertiser. Advertisers should be prepared to substantiate any objective claims or offers made before publication or broadcast. Upon request, they should present such substantiation promptly to the advertising medium or BBB.

1.2 Advertisements which are untrue, misleading, deceptive, fraudulent, falsely disparaging of competitors, or insincere offers to sell, shall not be used.

1.3 An advertisement as a whole may be misleading by implication, although every sentence separately considered may be literally true.

1.4 Misrepresentation may result not only from direct statements, but by omitting or obscuring a material fact.

2. Comparative Price, Value and Savings Claims

BBB recognizes that truthful price information helps consumers make informed purchasing decisions and that comparative price advertising¹ plays an important role in promoting vigorous competition among retailers. At the same time, misleading or unsubstantiated pricing claims injure both consumers and competitors. The following examples offer guidance on ensuring that pricing claims are truthful and not misleading.

2.1 Advertisers may offer a price reduction or savings by comparing their selling price with:

2.1.1 Their own former selling price;

2.1.2 The current selling price of identical products or services sold by others in the trade area (the area in which the company does business or where the advertisement appears) (e.g., “selling elsewhere at $_______.”); or

2.1.3 The current selling price of a comparable product or service sold by the advertiser or by others in the trade area (e.g., “comparable value,” “compares with products or services selling at $_____,” “equal to products or services selling for $_____”).

2.2 In each case, the advertisement must clearly and conspicuously disclose which basis of comparison is being used.

2.3 When these comparisons are made in advertising, the claims must be based on the provisions in Sections 3 - 7.

14. “Free”

14.1 An advertiser may use the word “free” in advertising whenever the advertiser is offering an unconditional gift. If receipt of the “free” product or service is conditional on a purchase:

14.1.1 The advertiser must clearly and conspicuously disclose this condition with the “free” offer (not simply by placing an asterisk or symbol next to “free” and referring to the condition(s) in a footnote); and

14.1.2 The advertiser must not have increased the normal price of the product or service to be purchased nor reduced its quantity or quality.

14.2 The “free” offer should be temporary; otherwise, consumers may view it as a continuous combination offer, no part of which is free. Thus, where it would otherwise confuse consumers, a product or service must not be advertised with a “free” offer in a trade area for more than six (6) months in any 12 month period. At least thirty (30) days must elapse before another such offer is promoted in the same trade area.

14.3 In a negotiated sale, no “free” offer of a product or service should be made where it would likely mislead consumers, such as where:

14.3.1 The product or service to be purchased usually is sold at a price arrived through bargaining, rather than at a regular fixed price; or

14.3.2 There may be a regular price but other material factors such as quantity, quality or size are arrived at through bargaining.

14.4 Offers of “free” products or services which do not meet the provisions of this section may not be corrected by the substitution of such similar words such as “gift,” “given without charge,” “bonus,” “complimentary” or other words which can convey the impression to the consumer that a product or service is “free.”

14.5 Because the consumer continually searches for the best buy and regards the offer of “free” products or services to be a special bargain, all such offers must be made with extreme care so as to avoid any possibility that consumers will be misled or deceived. Representative language frequently used in such offers includes:

• “Free”
• “Buy 1-Get-1 Free”
• “2-for-1 Sale”
• “50% off with Purchase of Two”
• “$1 Sale”
• “1/2 Off”
• “Gift with Purchase”

Literally, of course, the advertiser is not offering anything “free” (for example, an unconditional gift), or 1/2 free or 2 for 1 when making such an offer, since the consumer is required to purchase a product or service in order to receive the “free” or “2 for 1” item.

14.6 Whenever such an offer is made advertisers must make clear at the outset all the terms and conditions of the offer.

20. Warranties or Guarantees

20.1 When using the term “warranty” or “guarantee” in product advertising, the advertiser must clearly and conspicuously include a statement that the complete details of the warranty can be seen prior to sale at the advertiser's location, viewed on the advertiser’s website or, in the case of mail or telephone order sales, made available free on written request.

20.2 Advertisers should only use “satisfaction guarantee,” “money back guarantee,” “free trial offer,” or similar representations in advertising if the seller or manufacturer refunds the full purchase price of the advertised product or service at the consumer's request.

20.3 When “satisfaction guarantee” or similar representations are used in advertising, any material limitations or conditions that apply to the guarantee must be clearly and conspicuously disclosed.

20.4 When advertising “lifetime” warranties or guarantees or similar representations, the advertisement must clearly and conspicuously disclose its intended meaning of the term “lifetime.”

20.5 Sellers or manufacturers should advertise that a product or service is warranted or guaranteed only if the seller or manufacturer promptly and fully performs its obligations under the warranty or guarantee.

30. Testimonials and Endorsements

30.1 In general, advertising which uses testimonials or endorsements is likely to mislead or confuse if:

30.1.1 It is not genuine and does not actually represent the current opinion of the endorser;

30.1.2 The actual wording of the testimonial or endorsement has been altered in such a way as to change its overall meaning and impact;

30.1.3 It contains representations or statements which would be misleading if made directly by the advertiser;

30.1.4 While literally true, it creates deceptive implications;

30.1.5 The endorser has not been a bona fide user of the endorsed product or service at the time when the endorsement was given, where the advertiser represents that the endorser uses the product or service;

30.1.6 It is not clearly stated that the endorser, associated with some well-known and highly-regarded institution, is speaking only in a personal capacity, and not on behalf of such an institution, if such be the fact;

30.1.7 The advertising makes broad claims as to the endorsements or approval by indefinitely large or vague groups, for example, “the homeowners of America,” “the doctors of America;”

30.1.8 The endorser has a financial interest in the company whose product or service is endorsed and this is not made known in the advertisement;

30.1.9 An expert endorser does not possess the qualifications that give the endorser the expertise represented in the advertisement;

30.1.10 The advertiser represents, directly or by implication, that the endorser is an “actual consumer” when such is not the case and the advertisement fails to clearly and conspicuously disclose that fact;

30.1.11 A consumer’s experience represented in an advertisement is not the typical experience of those using the product or service, unless the advertisement clearly and conspicuously discloses what the expected results will be;

30.1.12 Endorsements placed by advertisers in online blogs or on other third-party websites do not clearly and conspicuously disclose the connection to the advertiser and comply with each of the provisions in this Code; and

30.1.13 Advertisers compensate consumers for leaving feedback on third-party online blogs or websites but fail to ensure that consumers disclose such facts on those blogs or websites.

In the U.S., advertisers should consult the Federal Trade Commission Guides on Testimonials and Endorsements for detailed guidance. In Canada, advertisers should review the Competition Bureau’s publication on Untrue, Misleading or Unauthorized Use of Tests and Testimonials for specific guidance.

37. “Made in USA” Claims

37.1 “Made in USA” and similar terms used to describe the origin of a product must be truthful and substantiated.

37.2 An advertiser must not express or imply that a product or product line is exclusively “Made in USA” unless all or virtually all of the product is made in the U.S. All significant parts and processing that go into the product must be of U.S. origin. That is, the product should contain no — or negligible — foreign content.

37.3 Advertisers can refer to products that are manufactured with foreign components as “Assembled in USA,” if the product's principal assembly and last substantial transformation was completed in the U.S.

37.4 Qualified “Made in USA” claims, for example, “60% U.S. content,” “Made in U.S. of U.S. and imported parts,” are appropriate for products that are manufactured or have been substantially assembled domestically. However, advertisers must avoid making these claims if a significant amount of assembly or material of the product was not completed in the U.S. Qualified “Made in USA” claims, like unqualified claims, must be truthful and substantiated.

As of 6/8/2022, business has not responded to BBB emails or substantiated claims.