Procera AVH Forced to Pay High Price for Deceptive Marketing

Image: Pixabay
July 9, 2015

Sold as a solution to memory loss and cognitive decline, marketers of a dietary supplement made outrageous claims for its effectiveness.

The marketers of Procera AVH will pay $1.4 million in settlements to resolve charges of deceptive marketing practices levied by the Federal Trade Commission (FTC). The defendants will pay $1 million directly to the FTC, while another $400,000 will be paid to settle a judgement brought by local California officials.

The complaint filed by the FTC alleges that claims made for Procera AVH were false, misleading, or unsubstantiated. Additionally, the complaint charges that George Reynolds, the founder and chief science officer of Brain Research Labs, made deceptive expert endorsements for the product.

The complaint claims that one newspaper ad stated, "Memory Pill Helps the Brain Like Prescription Glasses Help the Eyes … Remarkable changes observed, helps users match the memory power of others 15 years younger in as little as 30 days!"Another ad claimed that the supplement is, "the memory pill preferred by many doctors."

Procera AVH typically cost $79 per bottle, or $119 for three bottles for customers who agreed to automatically receive refills.

"The defendants in this case couldn't back up their claims that Procera AVH would reverse age-related mental decline and memory loss," Jessica Rich, director of the FTC's Bureau of Consumer Protection, said in a written statement. "Be skeptical of ads promising quick and easy cures."