POM Wonderful, following the FTC Administrative Law Judge’s ruling issued on 5/21, is exercising its right to legally advertise the general health benefits of its products, affirmed by the judge, in a new campaign. In POM’s campaign, the company will illuminate the facts and opinions stated in the ruling from the Administrative Law Judge of the FTC.
The effort includes full-page ads in newspapers such as the New York Times and the Los Angeles Times, as well as online, home- page takeovers of CNN, the Huffington Post, and the homepage and health pages of the New York Times online.
“We will continue to share the valuable health information of our products with consumers, and have decided to share with consumers these benefits using direct quotes from the FTC Administrative Law Judge’s ruling,” said Stewart A. Resnick, president of Roll Global.
POM Wonderful is not under an order to halt advertising of the science that supports the health benefits of the pomegranate and 100 percent pomegranate juice, the company says. Health benefit claims ranging from its prostate and erectile health claims to general claims about the benefits of antioxidants found in pomegranates and pomegranate juice were deemed to be supported by “competent and reliable scientific evidence” in the ruling.