May 24, 2012
In a brandchannel.com article "POM Wonderful Rebuffs FTC Ruling with Web Counter-Offensive," journalist Dale Buss reported that POM Wonderful took out online ads responding to a judge's ruling prohibiting the juice maker from making certain health claims. The judge ruled POM must stop advertising and marketing its juice cures specific diseases such as cancer. In what Buss noted as "an extraordinary thumb in the eye of the federal regulatory agency," POM launched a new campaign selectively taking language from the judge's order to promote its juice's health benefits.
The article noted partner August T. Horvath characterized POM's actions as unusual, ill-advised and good way to antagonize the FTC.
To read the full article, click here.