FTC Wants to Forget about Memory Pills


FTC / Federal Trade CommissionA dietary supplement firm that said its product could improve memory, mood and other functions couldn’t back it up, and now is paying a hefty price in a settlement.

The State of California is also involved in the case.

The company used infomercials to advertise its product, as well as direct mail flyers, newspapers, and the Internet.

“The defendants in this case couldn’t back up their claims that Procera AVH would reverse age-related mental decline and memory loss,” said Jessica Rich, Director of the FTC’s Bureau of Consumer Protection. “Be skeptical of ads promising quick and easy cures.”

The FTC noted this unsubstantiated claim printed in a newspaper ad: “Memory Pill Helps the Brain Like Prescription Glasses Help the Eyes … Remarkable changes observed, helps users match the memory power of others 15 years younger in as little as 30 days.”

They said doctors preferred their product and charged $79 per bottle, with cheaper prices to consumers who bought in bulk and agreed to pay for automatic refills.

Procera will pay $1M to the FTC and $400K to California law enforcement.