FAAP Newsletter in Brazil Quotes Partner August T. Horvath on POM Wonderful Ad Campaign
June 15, 2012

The FAAP newsletter, published by the Fundação Armando Alvares Penteado, a Brazilian higher education institution, included an article, "In a Statement, Company Distorts Unfavorable Decision." The piece described the false advertising lawsuit against POM Wonderful and how the FTC banned the juice maker from asserting its product reduces heart disease, prostate cancer and erectile dysfunction. In response, POM Wonderful took out ads in major publications such as The New York Times and The Los Angeles Times, and selectively quoted the judge's ruling, to turn around and tout its juice's health benefits.

The article quoted partner August T. Horvath, who described Pom's latest advertising strategy as "extremely unusual" and a good way to irritate the FTC.