FTC's POM ruling applies drug standard to food advertisers

01/16/2013 | Wall Street Journal, The

Apparently drinking pomegranate juice cannot help people "cheat death," according to the Federal Trade Commission, which ruled that POM Wonderful must back off some of the health claims in its ads. More important than the ruling itself is the new standard: Health-treatment claims must be backed up by two clinical trials, the same standard that applies to drugmakers. "This order ignores what $35 million of peer-reviewed scientific research, centuries of traditional medicine and plain common sense have taught us: Antioxidant-rich pomegranate products are good for you," POM's owners countered.

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