FTC Announces False Advertising Settlement

more+
less-

Beiersdorf, Inc., the maker of skin cream Nivea, has reached an agreement to settle charges of false advertising with the Federal Trade Commission. The proposed settlement includes a $900,000 fine and prevents the skin cream maker from making representations that regular use of its My Silhouette! skin cream significantly reduces consumers’ body size.

According to the FTC administrative complaint, Beiersdorf, Inc. marketed its skin cream My Silhouette! using false claims that by applying the cream’s “Bio-slim Complex,” consumers would see visual results of weight loss. “The tried and true formula for weight loss is diet and exercise,” stated FTC Chairman Jon Leibowitz. The company used nationwide television ads and search engine optimization techniques in its advertising campaign. Agreements with Google provided that when consumers searched the words “stomach fat,” “Nivea slim silhouette,” or “thin waist” on the search engine, they found ads implying that My Silhouette! could tone their stomachs, thin their waists, and help them lose weight.

Please see full article below for more information.

LOADING PDF: If there are any problems, click here to download the file.


DISCLAIMER: Because of the generality of this update, the information provided herein may not be applicable in all situations and should not be acted upon without specific legal advice based on particular situations.

© Loeb & Loeb LLP | Attorney Advertising

Written by:

more+
less-

Loeb & Loeb LLP on:

Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:

Sign up to create your digest using LinkedIn*

*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.
×
Loading...
×
×