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NCL Files Complaint with FTC Against Vitaminwater Ads

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By: Sean Moloughney

Editor, Nutraceuticals World

In a formal complaint filed with FTC, the National Consumers League (NCL), Washington, D.C., has called advertising and labeling claims made by Vitaminwater “dangerously misleading” and urged the commission to halt “deceptive statements.” NCL pointed to print and television advertisements that suggest Vitaminwater can replace flu shots and prevent illness. “These advertising claims are not only untrue, they constitute a public health menace,” said Sally Greenberg, executive director of NCL. “Stopping these Vitaminwater claims, which contradict information by the Centers for Disease Control and other public health authorities, should be a top FTC priority.”

The complaint also urged FTC to pull a poster ad for Vitaminwater that states: “flu shots are so last year” and pictures three varieties of Vitaminwater under the banners “more vitamin c, more immunity…”; and a TV ad for Vitaminwater Power-C that depicts a woman who has so many unused sick days at work that she can take them to stay home and watch movies with her boyfriend. The ad states: “One of my secrets? Vitaminwater power-c. It’s got vitamin C and zinc to help support a healthy immune system. So I can stay home with my boyfriend—who’s also playing hooky.” The NCL complaint also asked FTC to halt deceptive label statements for Vitaminwater that describe the product as a “nutrient enhanced water beverage” and that claim “vitamins + water = all you need.” According to NCL, the statements are deceptive because the products on which they appear are not simply made from vitamins and water, but are made with crystalline fructose or other forms of sugar, and contain 125 calories per bottle.

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