FTC says POM juice ads are deceptive

Federal regulators say there's no science to support claims by the makers of POM Wonderful Pomegranate Juice that the product treats or prevents prostate cancer and erectile dysfunction. "Any consumer who sees POM Wonderful products as a silver bullet against disease has been misled," David Vladeck, director of the FTC's Bureau of Consumer Protection, said in a statement. POM Wonderful is a unit of Roll International, which is owned by Stewart and Lynda Resnick - the same Resnicks who have been receiving kudos for their new art pavilion at LACMA. From AP:

POM Wonderful says on its website that it has spent more than $34 million to support scientific research on POM products since 1998. Study topics include muscle recovery, diabetes, antioxidant potency, heart disease, prostate cancer and erectile dysfunction. Regulators said the ads were misleading in saying the research shows the juice or related pomegranate supplements prevent or treat certain diseases.

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The claims in POM ads that the FTC cites include:

_ "New research offers further proof of the heart-healthy benefits of POM wonderful juice. 30 percent decrease in arterial plaque ... 17 percent improved blood flow ... promotes healthy blood vessels...."

_ "Clinical studies prove that POM Juice and POMx prevent, reduce the risk of, and treat prostate cancer, including by prolonging prostate-specific antigen doubling time."

_ "You have a 50 percent chance of getting (prostate cancer). Listen to me. It is the one thing that will keep your (prostate-specific antigens) normal. You have to drink pomegranate juice. There is nothing else we know of that will keep your PSA in check.... It's also 40 percent as effective as Viagra."

No response yet from POM.