New York, USA, September 2009

Due to its rapid growth across bedding and home sectors the asthma & allergy friendly™ Certification Program will be hosting a series of seminars in a showroom featuring educational information about allergen control and product labeling during the Home Fashions Market Week in New York City, September 14-18, 2009.

The seminars and educational displays will be located in suite 620 in the historic 7 West Textile Building, 34^th Street in Manhattan.  Examples of home fashion Certified products will be featured in some of the displays during this week, but the asthma & allergy friendly™ Certification Program - a partnership between the nonprofit Asthma and Allergy Foundation of America (AAFA) and Allergy Standards Limited (ASL) - will be focusing on the science of allergen control at home and the perils of falling foul with the consumer authorities and the potential pitfalls of making inappropriate allergy claims.

Their focus will be promoting the crucial responsibility that retailers and manufacturers both have to scientifically substantiate the allergen reduction and environmental control marketing claims made by a wide variety of consumer products that they make and sell including but not limited to many types of Home Fashion Products.

There is little regulation or consistency over the claims that manufacturers can make regarding the efficacy of allergen barrier products or the endorsements and recommendations of their products. It is estimated that by 2012, the retail value of the "asthma and allergy" market category will exceed $25 billion annually. As a result, the array of terms - such as "allergen free", - that the consumer faces on product packaging and promotional materials is confusing. Each year retailers are presented with an increasing number of products claiming benefits for the "asthma and allergy" community and its reputation is at risk if it makes the wrong choice of unproven or unhealthy products to fill its shelves. And of course, if the product(s) trigger an asthma or allergic attack there are further implications for retailer and manufacturer alike.

In response to such confusion in the marketplace, the asthma & allergy friendly™ Certification Program reviews products and awards its Certification mark that is registered in the U.S. Patent and Trademark Office.   Certified products have undergone the patented rigorous testing procedure to determine their relative suitability for people with asthma or related allergies. "This makes a big difference to the consumer looking to reduce their exposure to common household allergens" said Dr. John McKeon, co-founder and CEO of ASL. "Now more than ever, as homes are sealed to maximize energy efficiency, it's critical that the products we use are optimized to create the healthiest indoor air quality possible." There is huge latent interest in this issue and the Certification Mark has been the spark to get people talking as we are seeing by the extraordinary growth our online community.

Dr. McKeon hopes that manufacturers and retailer representatives  will take advantage of this educational opportunity to learn about the asthma & allergy friendly™ Certification Program and how they can play an integral role in promoting products that are manufactured  to be more suitable for the 1 in 4 households in the US that are touched by asthma and allergies.

For more information about the asthma & allergy friendly™ Certification Program or to reserve a meeting time during Home Fashions Market Week, please contact Mike Tringale at 202-466-7643 Ext 272 or via E mail This e-mail address is being protected from spambots. You need JavaScript enabled to view it This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

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