Dannon settles FTC marketing dispute

As food companies acknowledge that consumers are becoming more health-conscious and, as a result, boost their health & wellness messaging, sometimes they forget that they need to follow the same rules as healthcare companies.

As food companies acknowledge that consumers are becoming more health-conscious and, as a result, boost their health & wellness messaging, sometimes they forget that they need to follow the same rules and regulations as healthcare companies. Most recently, The Dannon Company agreed to a $21 million settlement with the FTC, following an allegation that it had improperly claimed that Activia dairy products could help prevent common illnesses and relieve irregularity, reports the New York Times, based on a commission announced Wednesday.

The story continued that the company issued a statement on its next steps.

"After the comprehensive review with regulators of Dannon's scientific substantiation, consistent with the FTC. standards, Dannon agreed to more clearly convey that Activia's beneficial effects on irregularity and transit time are confirmed on three servings per day," the company said. "Dannon also agreed that DanActive will not be marketed as a cold or flu remedy, which Dannon maintains it has never done."

The statement added that "the essence of Dannon's advertising remains unchanged and will continue to be truthful and in compliance with all laws and regulations."

As it did with Nestle - PRWeek reported earlier this year that the company was engaged in an FTC dispute - the FTC issued a news release with links to videos of the ads

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.