The pressure is on for marketers to provide proof on product effectiveness by supporting product claims with clinical studies. The push, according to Greg Sater, a contributor in Electronic Retailer, is the Federal Trade Commissions way of making sure consumers get the most out of their weightloss and probiotics products. The agency works to protect consumers from advertisers who make false claims. That's what makes clinical studies so much more important. It's like having something in writin...


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