WASHINGTON - Pomegranate
juice has not been proven to be an effective treatment for cancer, heart
disease or erectile dysfunction, United States regulators said on Monday,
calling a company's ad claims deceptive.
The US Federal Trade Commission's chief
administrative law judge D. Michael Chappell ruled that the company, POM
Wonderful LLC, violated federal law by making deceptive claims.
The judge ordered the company to stop making claims
of health effects in the absence of 'competent and reliable scientific
evidence.'
The judge said in a 345-page decision that there
was 'inadequate' evidence to back up the company's superfood claims.
But the judge said the company would not have to
submit to pre-approved marketing, which the FTC lawsuit had requested.
The company, a unit of the Roll International group
that includes Teleflora and Fiji Water which has claimed the the FTC was
interfering with speech, said this was a victory.
The company said the judge upheld the firm's 'right
to share valuable, scientifically validated information about the health
benefits of its safe food with consumers.'
The company said the FTC lawsuit 'tried to create a
new, stricter industry standard, similar to that required for pharmaceuticals,
for marketing the health benefits inherent in safe food and natural food-based
products.'
'While we are still analysing the ruling, it is
clear that we will be able to continue to promote the health benefits of our
safe, food products without having our advertisements, marketing or public
relations efforts preapproved,' said Mr Craig Cooper, the company's chief legal
officer.
POM has been in a long battle with authorities over
the so-called superfood which has also been purported to help fight Alzheimer's
disease and arthritis and improve sperm quality.
AFP
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