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NAD Recommends Royal Purple Modify, Discontinue Certain Claims

New York, NY - April 1, 2009 - The National Advertising Division of the Council of Better Business Bureaus has recommended that Royal Purple, Ltd., modify or discontinue certain advertising claims for it's synthetic motor oil.

NAD, the advertising industry's self-regulatory forum, examined comparative performance and superiority claims in print, broadcast and Internet advertising, following a challenge by BP Lubricants.

Claims at issue included:

• "Independent university and industry tests document the performance gains of using Royal Purple. When compared to leading synthetic and conventional motor oils, Royal Purple typically:"

"Increases horsepower and torque by as much as 3%."

"Reduces engine wear by as much as 80%."

"Improves fuel economy by as much as 5%."

"Fuel economy improvement up to 5% or more."

"Reduces engine heat by as much as 10%."

"Reductions in heat of up to 12%."

"Reduces engine heat by as much as 10%."

"Reduces emissions up to 20% or more."

"Reductions in emissions of 20% or more."

• "Unsurpassed," "Unparalleled," "Most Advanced."

• "Provides Film Strength up to 400% stronger than other motor oils."

• "Superior oxidation stability..."

• "API/ILSAC Certified."

In its decision, NAD noted that the advertiser voluntarily agreed to discontinue the claims "most advanced," "unsurpassed performance" and "unparalleled performance," steps that NAD found were necessary and proper to avoid confusion in the marketplace NAD noted that it appreciated the advertiser's participation in the NAD process, especially as a newcomer to the retail automotive industry as it branches out from industrial lubricants. Further, NAD noted that testimonials included in a wide range of auto-enthusiast publications indicate that Royal Purple's consumers are "vocally appreciative of its synthetic purple engine oil."

However, NAD noted, anecdotal evidence based solely on the experiences of individual consumers is insufficient to support product efficacy claims, including claims related to horsepower, torque, fuel economy or engine heat. While the advertiser may quote from published articles if it provides clear and conspicuous attribution to the publisher, it may not rely on such articles to support efficacy claims for which it has no reliable independent validation.

Following its review of the non-anecdotal evidence in the record, NAD recommended that the advertiser discontinue the claims "Reduces emissions up to 20% or more." and "Reductions in emissions of 20% or more" because the studies on which the claims were based are outdated and not consumer-relevant.

NAD recommended that the advertiser discontinue its unsupported claim that Royal Purple motor oil is "API/ILSAC Certified."

Royal Purple, in its advertiser's statement, said it "appreciates NAD's review of the extensive record in this matter as well as the NAD's recognition of the difficulty the automotive industry has with accurately quantifying performance claims based on bench tests alone as they do not accurately reflect real world results."

The company noted that, while it believes the "tests and testimonials it supplied as evidence accurately portray the benefits of using its synthetic oil in a wide variety of applications, it defers to the NAD's position that those tests and testimonials alone are insufficient to support specific performance attribute claims in consumer advertising."

The company noted, as well, that it has "already made changes to its advertising in accordance with the NAD recommendations and will continue to implement NAD's recommendations and analysis in developing Royal Purple's future advertising."

NAD's inquiry was conducted under NAD/CARU/NARB Procedures for the Voluntary Self-Regulation of

National Advertising. Details of the initial inquiry, NAD's decision, and the advertiser's response will be

included in the next NAD/CARU Case Report.


Royal Purple Info (as tested by Amsoil tech Labs)

As you may know, Royal Purple is well known in racing circles. The chemistry they use is something AMSOIL, Inc. chooses not to use in their oil formulation. One of Amsoil's big selling points is extended drain intervals, such as our 25,000 mile and 35,000 mile oil change intervals. Some additive chemicals such as Moly may cause adverse conditions when used for long periods.

Royal Purple uses a different chemistry than most oil producers. They are one of only a handful of marketers using Molybdenum Disulfide (Moly) in their oil formulations at these higher levels.

Moly is a processed mineral that is similar in appearance to graphite. Moly has good lubricating properties when used either by itself (in dry power form or as an additive to oil or other lubricants). Particles of the Moly can come out of suspension and agglomerate. Over time this may actually clog or partially clog oil filters or oil lines and the remainder normally settles in the bottom of the oil pan. This seems to be more likely when using extended drain intervals. The only test we ran on Royal Purple involved their 20W50 Racing oil versus our AMSOIL Series 2000 Synthetic 20W50 Racing Oil (TRO). We ran two 4 ball wear tests with different parameters, a spectrographic baseline, FTIR scan and volatility tests. The Royal Purple showed a significantly high volatility rate with a 12.51% boil off rate. This compares to the AMSOIL TRO with only a 4.47% volatility rating. Wear scars were also smaller with the TRO. For example the AMSOIL TRO left a .41mm scar and the Royal Purple oil left a .66mm scar. The lower the scar damage number the better! There was also a surprising difference in the viscosity index. The RP has a VI of 129 versus 155 for the TRO. The higher the VI, the better the viscosity stays in place at high temperatures.

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I'm not an amsoil advocate , nor do I have anything bad to say about Royal Purple , I always stick to BRP's branded oil (Castrol I think)

Now as for the gains noted by the poster , the Moly would certainly contribute to what he experienced. Moly is super slippery. And long term very detrimental to clutches.........
Castrol was taken to court by Mobil several years ago accusing them of false advertising with their Syntec brand. Synthetic oils are high grade mineral oils with synthetic additives. The court found for Castrol as the other company also used high grade mineral oil in its products.
I don’t recommend oil that has moly in it for engines with a wet clutch as the moly causes the plates to slip. But for engines that have a separate clutch the moly does improve the gear change and overall smoothness
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