If it sounds to good to be true… yada yada yada. Yay for the FTC but something tells me these settlement amounts are not quite high enough to act as deterrents for companies pushing useless supplements.
The marketers of a dietary supplement called Procera AVH will relinquish $1.4 million under settlements resolving Federal Trade Commission charges that they deceived consumers with claims that the supplement was clinically proven to significantly improve memory, mood, and other cognitive functions.
Under the terms of the settlements, the defendants will pay $1 million to the FTC, and another $400,000 to satisfy a judgment in a case brought by local California law enforcement officials. They also will be barred from making similar deceptive claims in the future and from misrepresenting the existence, results, or conclusions of any scientific study.
“The defendants in this case couldn’t back up their claims that Procera AVH would reverse age-related mental decline and memory loss,” said Jessica Rich, Director of the FTC’s Bureau of Consumer Protection. “Be skeptical of ads promising quick and easy cures.”
Marketed to an older population and promising that it was the “Memory Pill Helps the Brain Like Prescription Glasses Help the Eyes”, it also was referred to as “the memory pill preferred by many doctors.”
There IS no pill that helps your memory get better. General good health is key and exercise may improve memory but pill promises won’t. No matter how impressive the ads look. Don’t think advertisers will exaggerate to the point of lying? Oh, yes they will. And they will not hesitate to take advantage of a disadvantaged population.
The original complaints asked for much higher penalties against KeyView Labs LLC ($61 million), and Brain Research Labs, LLC, George Reynolds (a/k/a Josh Reynolds), John Arnold, and three related companies for $91 million. Too bad those didn’t stick. It needs to be unprofitable to pedal sham treatments in the U.S.