7 Marketing Claims That Took Heat

Deceptive advertising? Products promise health benefits that are inflated or not supported by science.

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A snack that prevents heart disease. A drink that bolsters the immune system. A supplement that burns off pounds. Is all of this stuff true? Is any of it true? What's behind claims like these?

In recent years, dozens of companies have gotten heat from government watchdog agencies because of inflated or unsupported claims of health benefits. Last week, the Federal Trade Commission sued POM Wonderful, accusing the company of deceptively advertising its pomegranate juice and POMx supplements. The company's claims of "super health powers" capable of treating or preventing prostate cancer and other conditions are "false and unsubstantiated," according to the FTC. Days later, the Food and Drug Administration sent warning letters to three mouthwash makers that had been touting their products for prevention of gum disease, although no such benefit had been proven in studies.

[Read: Wrinkle Creams: Worth It or Not?]

"We're all looking for ways to be healthier, and that makes us easy prey to slick marketing campaigns," says George Benjamin, executive director of the American Public Health Association. "These campaigns identify buzz words that encourage us to try the product. Words that imply improvement in performance, endurance, or overall health do influence consumers' purchasing habits."

That's where the FTC comes in, says Suzanne Havala Hobbs, a research fellow with the Center for Health Promotion and Disease Prevention at the University of North Carolina-Chapel Hill. Part of its mission is to protect consumers by identifying false advertising and other questionable practices. "We can't all be experts," says Hobbs. "Government regulation of food advertising and labeling helps us by minimizing the extent that false or misleading information causes us to waste our money—or harms our health."

[Read: 4 Herbal Supplements Your Doctor Hates.]

Products cannot make health-related claims that the FDA has not approved. Using marketing language permitted only for FDA-approved drugs violates the Food, Drug, and Cosmetic Act—as the FTC charged in the POM Wonderful case.

Marketing claims carry extra weight when they come from iconic brands like Coca-Cola. "Source credibility is a really critical factor," says Douglas Evans, director of the Public Health Communications and Marketing Program at George Washington University. "Well-known brand names that promote new products receive more credence than newcomers that people don't know about." Here's a roundup of notable marketing that has drawn the ire of consumer advocates:

POM Wonderful 100% Pomegranate juice and POMx supplements. POM ads say the juice decreases arterial plaque, promotes healthy blood vessels, and treats and reduces the risk of prostate cancer—claims the agency says aren't demonstrated by studies the company cites as evidence. Many of them were funded by the company and others were too small to be reliable or weren't conducted scientifically, according to the FTC. "Any consumer who sees POM Wonderful products as a silver bullet against disease has been misled," David Vladeck, director of the FTC's Bureau of Consumer Protection, said in a statement. On its website, POM Wonderful says it "fundamentally disagrees" with the FTC's accusations, and has spent more than $34 million on scientific research that supports its products health benefits.

[Read: False Claims on Mouthwash? How to Decipher Product Labels.]

Latisse. Last year, the FDA sent a warning letter to Allergan for promoting Latisse, a prescription medication approved for thickening eyelashes, based on misleading claims while glossing over potential risks. The original marketing campaign featured actress Brooke Shields with luscious lashes but did not mention the drug's possible side effects, which can include promotion of hair growth outside the treatment area, such as around the eye; itchy or red eyes; permanently darker eye color, and bacterial infections that could lead to blindness. The FDA ordered the company to correct its promotional materials. The Latisse website now includes a section detailing safety concerns.