FTC Wins, Dannon to Drop Probiotic Health Claims

The FTC announced yesterday that it has entered into a consent agreement with Dannon in which the brand will drop what the FTC says are deceptive advertising claims for its probiotic Activia yogurt and DanActive dairy drink.

Dannon will cease claiming that one daily serving of Activia relieves irregularity and that DanActive helps people avoid catching colds or the flu.

The agency is also refuting scientific evidence which Dannon claimed in nationwide advertising campaigns supports the claims. The FTC says that the company does not have adequate substantiation. “Companies like Dannon shouldn’t exaggerate the strength of scientific support for their products,” said FTC chairman Jon Leibowitz.

The FTC notes that it is working with 39 state attorneys general who are also investigating the company. It says that Dannon has agreed to pay the states $21 million to resolve the investigations.

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