POM Thumbs Nose at FTC, Celebrates Judge's Ruling
New ad campaign tests limits of agency: Washington Post
By John Johnson, Newser Staff
Posted May 26, 2012 12:12 PM CDT
POM Wonderful isn't shy about making health claims.   (PRNewsFoto/POM Wonderful)

(Newser) – A judge this week criticized juice maker POM for making deceptive claims about the health benefits of its pomegranate juice. But you wouldn't know it from POM's reaction: It took out full-page ads celebrating certain parts of the ruling, asserting that the judge agreed that POM products "provide significant health benefits." As the Washington Post sees it, the company "poked a big stick in the eye of the Federal Trade Commission" and is testing the limits of the FTC's power.

“What’s going on with POM is wild,” says an advertising lawyer. Unlike other big advertisers that have gotten into fights with the FTC, POM is not quietly acquiescing. And it's making a "public spectacle" of the agency in the interim, writes Dina ElBoghdady. The company plans to appeal the decision that some of its ads were misleading, and the outcome could set a precedent in legal circles of exactly how far the FTC can go in requiring advertisers to back up their claims.

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Showing 3 of 5 comments
Tology
May 27, 2012 3:59 AM CDT
The spin doctors have taken over.
Ultraworld
May 26, 2012 4:34 PM CDT
They won their battle (for now). Go make a ton of money until they do shut you down. Kicking a sleeping giant is stupid. The FTC has a huge budget to go after companies with, I hope they use their power to make advertisers responsible for false claims.
VonLmo
May 26, 2012 3:29 PM CDT
Everyone steals. Everyone lies. It's the American Way. It's called being a successful business man.Get over it. Why was The Music Man awarded best musical in its day, 1958, & not West Side Story? Because its story of a flim-flam business man is so true & eternal.