FTC challenges alcohol treatment product’s deceptive claims and ‘selfie’ news and reviews

For the millions of Americans struggling to reduce their alcohol intake or stop drinking altogether, a product called Sobrenix sounds like the answer.But according to the FTC, defendants Rejuvica LLC and company executives Kyle Armstrong and Kyle Dilger made numerous unsubstantiated statements and falsely claimed to own products that actually did not clinical evidence does not exist, violates Opioid Addiction Recovery Fraud Prevention Act and the Federal Trade Commission Act. What’s more, the complaint alleges they used the endorsements deceptively – both by having paid endorsers appear on television designed to look like independent news stories but were actually paid ads, and by creating a fake “review” “website. The proposed settlement includes a financial remedy that would return money to consumers.

A two-ounce bottle of Sobrenix, which contains a blend of arrowroot, milk thistle seed, angelica root and other herbs and vitamins, costs about $34 on the company’s website and on Amazon and Walmart. The label instructs people to take Sobrenix once in the morning “and then 30 minutes before drinking alcohol or any time you feel like drinking.”

Appetite control is a key part of the defendants’ marketing strategy, and Rejuvica pitches Sobrenix as a solution: “Having trouble controlling how much you drink? Sobrenix is ​​designed to reduce your cravings for alcohol and help detoxify your body so you can successfully control how much you drink. Better yet, take it before drinking, Sobrenix’s ingredients can help you stop drinking too much Stop before.”

The defendants claim their product will “stop cravings for alcohol,” and tout Sobrenix as a “safe, healthy, all-natural option” that will help people “control their drinking or quit drinking altogether without ruining their lives.” Earth-shaking changes…”. . . ”.

Consumers may also see appearances by alternative health “expert” Bryce Wylde and nutritionist Jonny Bowden on local news programs, with Rejuvica paying for their appearances. As Wilder claims, based on “a double-blind, placebo-controlled trial at Harvard, so this is legitimate stuff, two pools, students, college students…” . .One group gets water and the other group gets these things [pointing to Sobrenix bottle]. Those who were active, who got this kudzu ingredient, drank half and half at will. ” On another show, Bowden similarly touted Sobrenix’s ability to reduce the desire to drink, claiming that Sobrenix was found to be effective in a Harvard study.

The company then highlighted excerpts from the TV shows online and on social media. For example, Rejuvica states on its website, “Sobrenix was recently featured on KATU and CITY TV. Our products have been endorsed by health experts Jonny Bowden and Bryce Wylde as helping to reduce and control appetite. We are excited to share this with you. A video!”

Additionally, a website called AlcoholSupportSupplements.com claims to have reviewed multiple alcohol support supplements and rated Sobrenix as the “clear winner,” with a score of 94% (out of a possible 100%).

So what happened to Sobrenix’s marketing? According to the complaint, the defendants have no evidence to support their claims that the product can reduce or eliminate cravings for alcohol, enable people to significantly reduce or eliminate alcohol consumption, help them regain control of their drinking problems, and treat alcohol use disorders. What about the claims that Sobrenix’s effectiveness is backed by clinical evidence? The FTC claims these statements are false.

The FTC also said the defendants conveyed to consumers the independent opinions of impartial experts that Wilder and Bowden made statements about Sobrenix on television news programs. In fact, their statements – with the defendants’ full cooperation – were purchased and paid for through the company’s public relations firm. According to the complaint, Rejuvica’s marketing director candidly described an appearance by Wylde as “basically an ad for Sobrenix.” Once Wylde and Bowden appeared on the shows, Rejuvica’s public relations firm suggested that the defendants could “zoom in” on the paid placements, treating them as “a surprise to be included in a segment about plant power and desire” – a statement the defendants made clear by posting on their website and Implement this strategy by displaying excerpts on social media.

And that website that claims to have such good reviews for Sobrenix? The complaint alleges that the ad and similar ads promoting other products sold by the company were simply ads written by Rejuvica, masquerading as independent opinions from qualified experts.

The proposed order creates injunctive provisions to protect consumers from unsubstantiated health-related claims. The order also prohibits defendants from misrepresenting that their claims have been clinically or scientifically proven and from misrepresenting the results of scientific tests or studies. Additionally, defendants must disclose how endorsement fees are paid, must not characterize the advertisement as legitimate news reporting, and must not misrepresent the independence or expertise of any entity or person reviewing the product. A portion of the $3.24 million judgment will be suspended based on the defendant’s financial situation. The $650,000 the defendants must pay will be used to provide refunds to consumers.

What can other companies learn from this case?

OARFPA makes various deceptive practices illegal. under Opioid Addiction Recovery Fraud Prevention Act“It is unlawful to engage in unfair or deceptive acts or practices with respect to any substance use disorder treatment services or substance use disorder treatment products.” Therefore, companies selling products or services covered by this regulation must comply with OARFPA and the FTC Act.

No news is good news? This is not the FTC’s first case challenging the deceptive strategy of dressing up advertising in the misleading guise of an independent news program. This is behavior that advertisers, advertising agencies, PR agencies, and others in the promotional field should avoid.

Fake “selfie” comments violate Article 5. We may not like close-ups of duck lips, but that kind of selfie real What annoys us are ads that pretend to be independent reviews from experts or consumers.

The FTC provides businesses with resources on using Endorsements, influencers and reviews.