AMENDMENT: U.S. company wins right to advertise pomegranate juice health benefits - FreshFruitPortal.com

AMENDMENT: U.S. company wins right to advertise pomegranate juice health benefits

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AMENDMENT: U.S. company wins right to advertise pomegranate juice health benefits

We apologize for not including information based on the Administrative Law Judge upholding the FTC's complaint that POM deceptively advertised its products as treating, preventing, or reducing the risk of heart disease, prostate cancer, and erectile disfunction (see link). It is worth noting however that less than 2% of the company’s print and outdoor advertisements were found to be misleading, and that the business is not under an order to halt advertising of the science that supports the health benefits of the pomegranate and 100% pomegranate juice. A release today from POM said the following:"Health benefit claims ranging from its prostate and erectile health claims to general claims about the benefits of antioxidants found in pomegranates and pomegranate juice were deemed to be supported by “competent and reliable scientific evidence” in the ruling."

U.S. fruit company Roll Global has won its case to promote the scientific health benefits of Pom Wonderful pomegranate juice without recourse to the Federal Drugs Authority (FDA).

The Federal Trade Commission’s administrative law judge upheld the company's right to publicize the health advantages without FDA pre-approval or double-blinded, randomized, placebo-controlled studies.

Roll Global's chief legal officer for the POM Wonderful brand Craig Cooper, described the outcome "as a huge win for the natural food products industry".

The judge found that among the advertisements challenged by the Federal Trade Commission only a fraction could be construed as making claims that POM juice or POMx treats "prevented or reduced the risk of disease".

Roll Global said it would make "appropriate changes" to any advertisements which were potentially misleading.

If the judge's ruling is accepted Roll Global would be under a 20-year order requiring scientific research to back up health benefit claims.

Roll Global president Stewart A Resnick, said the company was committed to sharing health research with consumers.

"POM Wonderful 100% pomegranate juice has always been marketed to consumers in an honest manner, backed by scientifc reseach. We have always believed in the power of the pomegranate and are pleased we will be able to continue to showcase the fantastic health benefits inherent in this wonderful fruit."

Since 1996, POM Wonderful has invested US$35 million in supporting scientific research on the Wonderful variety pomegranate products at 44 universities and scientific centres globally.

Out of the 100 studies conducted, more than 70 have been published in peer-reviewed journals validating the health benefits of the pomegranate and pomegranate juice.

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