Florida vitamin drink maker settles FTC lawsuit over false advertising

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Boca Raton, FL vitamin drink maker settles FTC lawsuit over false advertising

By Marcia Heroux Pounds

Sunrise Nutraceuticals has settled a lawsuit with the Federal Trade Commission that the company made “false and misleading” advertising claims about its powdered drink, Elimidrol.

The company has touted the drink, a powder containing vitamins, minerals, and herbs, as helping opiate-addicted consumers overcome addiction and withdrawal, the federal regulatory agency said.

A proposed order, subject to court approval, requires that Sunrise Nutraceuticals and its principal, Joshua Erickson, pay $235,000 in remedies; bars them from making deceptive health claims; and requires the company to back up any opiate-treatment claims with scientific evidence.

In an email, Erickson said Sunrise Nutraceuticals “admits no wrongdoing, but at this time is cooperating with the FTC and has chosen to discontinue its claims regarding symptoms of opiate withdrawal.”

The FTC filed its complaint against the company in November 2015, and in January, added Erickson as defendant in the case. Erickson formulated Elimidrol and owns 50 percent of Sunrise Nutraceuticals, according to the FTC complaint.

The company's ads claimed that Elimidrol would help users “permanently overcome withdrawal – the first time” and “leave addiction behind permanently.” The FTC said in its lawsuit that these claims were not substantiated.

The proposed order imposes a judgment of $1.4 million, but all but $235,000 was suspended, based on the defendants' ability to pay.

Read full article and learn more about Deceptive Advertising here.

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Disclaimer:  This article is provided for informational purposes only. It’s not legal advice, and no attorney-client relationship is created. Neither the author nor FTC Guardian, Inc. is endorsed by the Federal Trade Commission.


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