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11 Oct 2014 

Why Dannon Let Jamie Lee Curtis Tell Lies About Activia

Last Upgraded Dec 20, 2010 1:24 PM EST

Dannon will just "a little" change its Jamie Lee Curtis advertisements for Activia following its $21 million negotiation with the FTC for falsely declaring that the yogurt aids regulate your digestive system, baseding on Ad Age.

"A little?" Perhaps not. The FTC's records reveal that the previous two years of Activia marketing-- where Curtis reviewed her boosted bowel movements in a tasteful, upbeat manner-- were based on lies. Not little lies, either. Below's just what Dannon in fact understood about the affect of its natural yogurt:

Dannon's case that Activia speeds up "digestive tract transportation," is based on studies that simply showed that in elderly topics.

Two studies that purported to reveal Activia was practical were not statistically significant as compared to the sugar pill groups.

Six various other researches fell short to show a statistically considerable enhancement in transportation time when Activia was compared to a sugar pill.

"In reality as well as actually, consuming one offering of Activia daily is not medically confirmed to ease short-lived irregularity and assist with slow-moving digestive tract transit time," the FTC claimed.

That's right: Researches of Activia normally reveal that it does absolutely nothing to assist your intestinal system. Dannon is now prohibited from:

Asserting that people day-to-day serving of Activia eases abnormality, or helps individuals stay away from capturing cold weathers or the influenza.

It could not make any claims about consistency unless it has 2 properly made scientific studies revealing so.

And also it can simply market those cases if it likewise mentions that customers need to eat three servings of Activia on a daily basis to obtain these advantages.

That's a bunch of yogurt (21 pots a week!) and a great deal of obstacles for Dannon to pitch in order to get Curtis back on her environment-friendly sofa.Dannon may not care. Its message is already out-- does any individual still top male enhancement pills for viodox have to be reminded of the Activia-regularity theme?-- and the settlement is a simple portion of the brand name's$505 million yearly sales. There are a lot of instances of large business(with enough experts and also attorneys to understand far better)that have been caught by the FTC making deceptive health declares concerning their products: Nestle, POM Fantastic, Bayer, Rexall Dusk as well as Extenze. But none of the settlements have recovered greater than a few million bucks from each business. That proposes the meals company could have discovered what the medication business currently knows: That settlements often tend to be considerably smaller sized compared to the profits you can earn from false advertising and marketing, and that FTC action is for that reason not a preventive to deceptive consumers. Instead, settlements with the feds can just be built in to the profits version, a cost of doing business.Related: 2010 CBS Interactive Inc. All Rights Reserved.
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