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FOCUS FACTOR
Focus Factor is the mass marketed dietary supplement that
was supposed to improve concentration. The same company created a heavily marketed product that claimed to
enhance sexual performance (called “V-Factor”). Focus Factor is a dietary
supplement that contains, among other things, vitamins, minerals, botanicals,
and amino acids.
Marketers of Focus Factor have agreed to pay $1 Million as
part of a settlement with the Federal Trade Commission who charged them with
making unsubstantiated claims for their products. In court the FTC showed that there was
inadequate scientific evidence to back up their claims.
The Commission’s complaints further allege that the defendants failed to
disclose that certain endorsers who appeared in Focus Factor advertising had
material connections with the product.
In addition, the FTC alleges that Vital Basics
represented that consumer endorsements were made without compensation, and
failed to disclose that consumer endorsements were solicited with a promise of
a free 6-month supply of Focus Factor to those individuals whose testimonials
were used in advertising; and that Vital Basics misrepresented that certain radio
infomercials were independent radio programs, not paid commercial advertising.
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