In addition, these standards do not constitute an approval system. Advertising material will be reviewed by New Hope Natural Media from the point of view of the reasonable consumer. Advertisers whose materials are deemed out of compliance will be notified. Lack of notification for noncompliance does not automatically signify compliance with New Hope Natural Media's Advertising Standards. New Hope Natural Media looks at both express and implied claims in advertising, so it is important for advertisers to include information that is needed to keep the ad from being deceptive.
Advertisers are solely responsible for responding within the established deadlines for compliance.
Preapproval of advertising material will be required of new advertisers not currently in compliance with established standards. Any advertiser may be asked to submit materials intended for placement in any of our publications for preapproval, solely at the discretion of New Hope Natural Media. As this document is further evaluated and refined, New Hope Natural Media will keep advertisers advised of any changes. We believe that upholding these standards will ultimately benefit our readers, our advertisers and the industry. If we and our advertisers work together to create even higher levels of reader trust, we will surely see increased sales of natural products and an increased likelihood of continued self-regulation for our industry.