{"id":352,"date":"2015-08-21T14:03:14","date_gmt":"2015-08-21T14:03:14","guid":{"rendered":"http:\/\/www.ftcguardian.com\/articles\/?p=352"},"modified":"2017-03-17T01:29:01","modified_gmt":"2017-03-17T01:29:01","slug":"150-million-slap-laguna-beach-firms-parent-company-fined-for-false-advertising-of-procera-avh-dietary-supplement","status":"publish","type":"post","link":"https:\/\/www.ftcguardian.com\/articles\/150-million-slap-laguna-beach-firms-parent-company-fined-for-false-advertising-of-procera-avh-dietary-supplement\/","title":{"rendered":"$150 million slap: Laguna Beach firms, parent company fined for false advertising of Procera AVH dietary supplement"},"content":{"rendered":"

False claims for brain supplement draw $152 million penalty from FTC<\/h1>\n
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More evidence that the FTC is watching closely how marketers are using advertising to boost sales while leading the public astray…<\/p>\n

Distributors of dietary supplement Procera AVH have been issued a judgment of more than $150 million in a federal lawsuit for falsely advertising the product\u2019s ability to restore memory loss and improve brain function, according to documents filed in Santa Ana\u2019s federal courthouse.<\/p>\n

The settlement, filed July 1, said the distributors violated sections of Federal Trade Commission rules that prohibit \u201cunfair or deceptive acts or practices\u201d in commerce.<\/p>\n

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\u201cThe defendants in this case couldn\u2019t back up their claims that Procera AVH would reverse age-related mental decline and memory loss,\u201d said Jessica Rich, Director of the FTC\u2019s Bureau of Consumer Protection. \u201cBe skeptical of ads promising quick and easy cures.\u201d<\/p>\n

Advertisements for Procera AVH, which included infomercials and direct mail ads, falsely claimed the pills were clinically proven to reverse 10 to 15 years of age-related memory loss and brain deterioration as well as improve concentration, focus, mental clarity and mood.<\/p>\n

\u201cIf you have ever dreamed of traveling back in time, this drug-free compound may be the next best thing,\u201d reads a print ad for the supplement, one of seven advertisements submitted as evidence in court. \u201cJust like a good pair of glasses can make blurry vision sharp and crystal clear, Procera AVH can do the same thing for your brain!\u201d<\/p>\n

These and other claims are false, misleading and unfounded, the FTC stated in its complaint.<\/p>\n

Though the U.S. Food and Drug Administration requires sellers to verify products are safe and properly labeled, supplements do not undergo the same strict evaluation as drugs and therefore do not follow the same regulations.<\/p>\n

The $33 billion industry has come under scrutiny in recent months as label authenticity and reliability have often been called into question.<\/p>\n

The FTC also accused Procera AVH distributors of \u201cunsubstantiated expert endorsement claims\u201d by George Reynolds, BRL founder and chief science officer.<\/p>\n

Reynolds appeared in Procera AVH advertisements and referred to a clinical study with insufficient scientific backing.\"Procera_YR3B07\"<\/p>\n

Image by xxplumcrazeexx<\/a> via Flickr<\/p>\n

In addition to the monetary settlement, the commission is requiring all false advertising for Procera AVH to cease as well as subjecting distributors to FTC compliance monitoring.<\/p>\n

Contact the writer:<\/strong> balmada@ocregister.com<\/a><\/p>\n

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via $150 million slap: Laguna Beach firms, parent company fined for false advertising of Procera AVH dietary supplement<\/a><\/p>\n

Here\u2019s How To Make Sure You,<\/span>
\n<\/span>Your Business & Website Is FTC Compliant<\/span><\/span><\/h2>\n

By now it should be clear how important it is for you to be FTC compliant. But how can you do that without spending $7,500-$8,000 or more on Internet Attorneys?<\/span><\/p>\n

Smart business owners around the world are doing it with the help of <\/span>FTC Guardian<\/span>.<\/span><\/p>\n

FTC Guardian is a service that is 100% focused on helping to keep you get and stay FTC compliant and fully protected. And right now, we are offering a free training to give you the knowledge, information, and guidance that you need to stay out of trouble with the Federal Trade Commission.<\/a><\/p>\n

The training is titled: 3 Tragic (Legal) Privacy Policy List Building Mistakes That Can Get You In Hot Water With The FTC Today – Resulting In Your Business Being Shut Down… And How To Solve It!<\/strong><\/a><\/p>\n

Here are some of the things you\u2019ll discover on the training:<\/span><\/p>\n