Procera AVH memory-enhancing supplement BUSTED for deceptive claims

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.”

Source: Supplement Marketers Will Relinquish $1.4 Million to Settle FTC Deceptive Advertising Charges | Federal Trade Commission

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.

  5 comments for “Procera AVH memory-enhancing supplement BUSTED for deceptive claims

  1. Omxqru
    July 8, 2015 at 6:54 PM

    I used about a half bottle of that stuff. . .can’t recall where I put the rest.

  2. Robert Betz
    July 9, 2015 at 2:21 AM

    I have been hearing commercials on Sirius XM for some high-end sheet sets. The commercials used to say they only use organic cotton because it is so much softer than regular cotton. Recently, the commercial changed to they use organic cotton because it’s so soft. I hope they changed the commercial because someone complained.

    It also makes me wonder, what the heck is organic cotton?

  3. July 9, 2015 at 3:52 AM

    Your comment led me to Google it, and the results are disturbing. There’s even a Wikipedia page on the topic of organic cotton, and it’s flagged to be checked for neutrality. It’s totally biased towards the “natural is better” fallacy, even including sections on its advantages (versus cotton from GMO plants) and a section about how wonderful it is that “synthetic pesticides” aren’t used. It needs to be modified by a skeptic for sure.

  4. Christine Rose
    July 9, 2015 at 9:57 AM

    Cotton uses a LOT of pesticides. This may be partly because it’s not a food, hence you don’t have to meet food standards and the cotton growers are relatively lazy. Organic cotton was a thing long before gene splicing. I’ve never seen any reason to believe it is different from normal cotton though. It seems to be mostly in knitted fabrics, but that may be selection bias: what I’ve seen. There are a lot of varieties of cotton and some have longer staples (little threads) than others. Longer threads + extra effort = thinner spun threads = softer fabric. Varieties are more about climate than anything else though. I suppose it’s possible that the organic folks use a long staple variety.

  5. Jan Malcheski
    July 9, 2015 at 10:44 AM

    I am wondering how Comments got off onto cotton…:)

    Does Amazon ever exercise control over those actually fined for false advertising?

    I note that they let pushers push Procera heavily (as well as thousands of other mostly worthless, and certainly deceptive, products I am sure).

    I suppose standing in the way of commerce is ultimately unproductive and I can’t imagine saddling Amazon with oversight of merchants’ claims … caveat emptor …

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