Aloe Vera and Cranberry: A useful plant and nutritious fruit. But are they clinically proven, alone or in combination, to treat diabetes, ulcerative colitis, high cholesterol and a host of other serious ailments plaguing baby boomer consumers? According to the FTC, these are just some of the deceptive claims made by Florida-based NatureCity, LLC for TrueAloe capsules and AloeCran powdered drink mix.
NatureCity promotes TrueAloe online and through direct mail as a proven treatment. The ad highlights the product’s purported benefits for diabetics: “Aloe works even when blood sugar medications don’t work,” and “Protect your heart and body from deadly diabetes with 5 natural plant sterols…” another ad states , “In a randomized, double-blind, placebo-controlled trial, 44 people with ulcerative colitis (a type of irritable bowel syndrome) were given aloe vera or a placebo… In just 4 weeks, 47 A lucky % of people who take aloe vera experience complete relief or improvement in their condition…with no side effects.” Another ad touts TrueAloe’s “amazing ability to eliminate inflammation, joint and muscle pain and restore youthful vitality and freedom…”
The complaint alleges that NatureCity made similar “good for you” claims about the mixed drink AloeCran: “Boost[s] ‘Good’ HDL cholesterol” and “[b]East[s] Absorption of key vitamins. In addition, NatureCity claims to have clinical evidence of AloeCran’s efficacy. According to one ad, “Not only are the polysaccharides helpful for the stomach, they may also benefit people with irritable bowel syndrome. A study was conducted in patients with mild to moderate ulcerative colitis. This is shown in studies of patients with the disease.”
Additionally, the FTC said the defendants promoted their products as being equal to or superior to conventional medicines for treating diabetes, acid reflux, ulcers and joint pain. NatureCity communicates these claims through purported scientific evidence and glowing consumer reviews. For example, TrueAloe’s ads claim, “Aloe works even when blood sugar medications don’t work!” and “I was able to stop taking acid reflux medication!” “Researchers found aloe vera is as effective as commonly used anti-ulcer drugs (proton pump inhibitors) , but there is one major difference…[.] No toxic side effects! “
The company made a similarly dramatic statement about AloeCran: “I am a diabetic and since I started taking AloeCran[,] My blood sugar has been controlled between 96 and 120…I no longer need injections. ” Another consumer claimed: “No more discomfort and no side effects! I have severe acid reflux and can’t eat my favorite foods without digestive issues. I don’t want to take an acid blocker with all the side effects Off the dosage, I’ve heard these side effects can cause long-term damage over time. I now drink a glass of AloeCran every morning and an AloeCran “cocktail” before dinner…I can now eat and drink whatever I like with no problem. “
These are just a few of NatureCity’s claims about TrueAloe and AloeCran—claims that the FTC has challenged as deceptive. Does the company guarantee that many of its products’ purported health benefits have been clinically or scientifically proven? The complaint alleges these claims are false.
The lawsuit also accuses NatureCity of providing undisclosed incentives or other compensation to some of the spokespeople featured in the company’s promotional materials.
Under the terms of the settlement, NatureCity and company executives Carl and Beth Pradelli will be required to conduct human clinical testing before making a series of serious medical claims. The order also imposes broad restrictive relief to protect consumers from future misleading statements about the health benefits, performance, efficacy, safety or side effects of any dietary supplement, food or drug. Additionally, defendants must clearly disclose any material ties to anyone providing an endorsement, and they must separately notify customers of the FTC lawsuit. The order includes $18.6 million in financial relief, which will be partially suspended when the defendant posts $537,500. The order also contains provisions enforceable by the courts if it turns out that the defendants made any material misstatements or omissions in their financial documents.
The message isn’t new to other companies, but sellers of health-related products need to hear it again. As baby boomer consumers age, they are looking for solutions to tough medical problems. Don’t position your product as an effective treatment unless you have solid science to back up what you’re saying. That could mean randomized clinical testing, according to the statement. For marketers in any industry, potential customers have a right to know about incentives or compensation received by consumer endorsers.
